CLIENT
BWS
LOCATION
Touring Cities Across Saudi Arabia
YEAR
2025
PROJECT TYPE
Touring Immersive Activation
Scope
Immersive audio system design and touring playback workflow for a modular exhibition environment
Services Provided
- →Immersive audio system design
- →Spatial audio workflow development
- →Playback and control system design
- →Touring systems consultancy
- →Acoustic treatment strategy
- →Content translation workflow for immersive playback
The Brief
Auditoria were engaged by BWS to design and deliver the immersive audio and playback systems for the Armus Cube, a touring immersive activation designed to travel between cities across Saudi Arabia.
The project forms part of a wider programme supporting newly opened and upcoming museums throughout the Kingdom. Inside the cube, immersive content created by DASDUR connects visitors to the stories, artefacts and cultural identity of each location.
The brief was to design an immersive audio system that could support the visual storytelling while remaining practical for a touring environment. The system needed to be straightforward to install and operate in multiple locations, often by venue teams without dedicated audio operators, while maintaining a consistent visitor experience throughout the tour.
The Challenge
The cube itself is a temporary structure, which meant acoustic behaviour inside the space needed careful consideration from the outset. At the same time, the audience stood in close proximity to the LED surfaces, limiting the types of screen technology that could realistically be used.
In a typical immersive environment, the preferred loudspeaker placement for a horizon system would sit behind acoustically transparent LED surfaces. In this case, the screens were solid, so the loudspeaker design needed to work around those physical constraints without compromising either the visual experience or the spatial effect.
The touring nature of the project also shaped the technical approach. Systems needed to remain compact, repeatable and reliable, with workflows that could move cleanly from DASDUR’s content creation environment into each venue deployment.
Our Approach
Auditoria worked closely with BWS and DASDUR from the concept stage, developing an immersive audio system designed specifically around the practical realities of a touring installation.
Rather than positioning loudspeakers behind the LED surfaces, the horizon system was arranged around the upper perimeter of the screens. The vertical axis of localisation is generally more forgiving perceptually, allowing the system to maintain strong spatial positioning while preserving a clean visual environment within the cube.
The playback and control workflow was designed to simplify deployment across multiple cities, ensuring that immersive content translated consistently between locations. QLab replay systems and DirectOut Technologies MAVEN.A platforms formed the core of the control infrastructure, supporting reliable playback and routing within a compact touring package.
Soundvision and L-ISA tools were used throughout the design process to model system behaviour and refine loudspeaker placement within the temporary structure, as well as for spatial mixing.
Technical Highlights:
Audio Design
16 x L-Acoustics 5XT horizon loudspeakers
5 x L-Acoustics 5XT overhead loudspeakers
4 x L-Acoustics SB10i subwoofers
4 x L-Acoustics X8 loudspeakers for external areas
L-Acoustics L-ISA workflow
Soundvision system modelling
DirectOut Technologies MAVEN.A
Show Control
QLab replay systems
The Results
Armus Cube provides a compact immersive environment that links sound and visuals closely together, supporting the storytelling approach developed by DASDUR for each city and museum location.
The touring system has been designed to move efficiently between venues while maintaining consistency in playback and spatial presentation. Despite the practical limitations of the structure, the final deployment achieves a strong sense of immersion within a relatively intimate audience environment.
For Auditoria, the project reflects an approach where immersive audio is shaped as much by practical deployment and audience experience as it is by technology alone.
Acknowledgements
Our Client
BWS
Our Team
Scott Willsallen — Sound Designer
Ethan Curry — Sound Designer & Project Manager
Creative & Content Collaboration
DASDUR — Christian, Max & Ruben
Production Team
Pedro — Production Director, BWS
Giorgio Devecchi — Technical Director, BWS
Audio Supplier
Clair Global
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