An event that lays out a varied spread of the industry’s professional AV, lighting, system integration and entertainment technology offerings is returning to Southeast Asia.
Story by KRISTIE THONG
Technology can offer events something different. Apart from engaging content, and seamless logistics and infrastructure translating into well-executed events, integrating the right professional technological tools can help bring experiences to a whole new level.
An international trade exhibition on professional audio-visual (AV), lighting, system integration, music software and entertainment technology is returning to Singapore this July. The 27th edition of PALME Asia will be taking place at the Sands Expo & Convention Centre of Marina Bay Sands from July 17-19. This year, it will be featuring over 150 brands and companies from over 30 countries spread over an estimated 5000 square metres of exhibition space. It will also be held concurrently with INSTALL Asia 2013 and LED Asia 2013, which will showcase of AV installation and systems integration technologies and applications for commercial and residential projects, and an exhibition on LED technologies respectively.
The exhibition, combined with seminars and hands-on training workshops, will focus on six emerging trends in Southeast Asia, including live event staging, LED technology, architectural lighting and more.
According to exhibitor Electronics & Engineering Pte Ltd marketing manager Dina Menon, something as simple as unveiling a new vehicle model can transform into an impressive show with the correct use of lighting and sound integrated into the launch.
“The effects give the additional ‘wow’ factor which brings any live show to a different level, and thus gives it a lasting impression,” she said.
There is a misconception that the use of professional or advanced technology involves a high cost, while excessively fancy effects may distract audiences from the message the event is trying to bring across.
“Depending on the complexity of the event, more premium products might be required,” exhibitor Analog Way regional sales manager Lawrence Wai said. He added that technology costs used to be high but have now become more affordable due to an increase in demand.
Contrary to belief that technology is used to create elaborate effects, technology can help improve the event experience in a subtle but impactful way. For example, technology can improve the reach within a large function space by providing a larger screen and quality live telecasts around the room.
“Keying in subtitles during the live event will [also] cater to a wider range of audiences,” Mr Wai said.
“Anything excessive is never good. But using the latest technology will complement the event some way or another,” he added.