Stellar performance for PIFA 2023

With the global professional audiovisual industry estimated to grow by US$113.26 billion from 2022 to 2027, and APAC forecasted to contribute 41% during this period, professional audiovisual and lighting (pro AVL) tech experts believe it will dramatically change events.

These changes were evident with the recent launch of the new Pro Integration Future Asia (PIFA) show, a pro AVL technologies exhibition and conference, which drew 3,500 attendees from 23 countries from 26 to 28 June at the Marina Bay Sands Expo & Convention Centre in Singapore.

The show was launched by Montgomery Asia in partnership with the Professional Audio Visual & Lighting Integration Association of Singapore (AVLIAS).

Differentiating factor

At the opening ceremony, a series of Memorandums of Understanding (MOUs) were signed between AVLIAS and nine trade associations from Singapore, Malaysia and Thailand to promote, educate and grow their business communities within the pro AVL industry.

This impressive feat underscores the growth potential of the show and its differentiating factor. Jackson Yeoh, executive director, AVLIAS commented on how PIFA is unique: “PIFA is currently Singapore’s only trade exhibition and conference focused on bringing together the three crucial elements of audio, visual and entertainment lighting technologies, and showcasing how this trio can be integrated to add value to industries that will benefit from digital transformation.

“On the back of Singapore’s growing digital economy, pro AVL technologies play a larger role than we realise. They have become essential to creating new channels and immersive experiences, such as extended reality (XR) and the metaverse for multiple industry applications, and we are thrilled that PIFA provided the ideal platform to showcase these stunning solutions.”

As the association enlarges its network of businesses and partners, Singapore was the country of choice for the show because of its robust and reliable digital infrastructure.

Think of Coldplay and Taylor Swift concerts

Christopher McCuin, managing director, Montgomery Asia, said: “With the recent buzz around Singapore being the preferred hub for concerts – think Coldplay and Taylor Swift – the demand for entertainment solutions and acceleration of pro AVL capabilities is inevitable. Not to mention that Southeast Asia is among the fastest-growing regions in the world, with the digital economy and tourism identified as key industries for driving economic growth in 2023.”

The Singapore Tourism Board and Sentosa recently trialled an Extended Reality (XR) experience which involves AVL technologies. Apart from tourism and entertainment, sectors in which pro AVL technologies are used include banking, food and hospitality, healthcare, retail, education and worship.

The event

Themed “Accelerating Digital Transformation: The Future of Work, Education, and Entertainment”, PIFA 2023 drew globally renowned brands such as Blackmagic Design, Philips, Absen, Samsung and Robe Lighting, among others.

“PIFA gave us a tremendous opportunity to showcase our state-of-the-art hardware and software solutions that elevate the hospitality sector, and understand the industry’s evolving needs. We could not have been more thrilled to be part of this event, allowing us to engage with industry colleagues and potential partners, so we can help them create immersive and engaging hospitality experiences for their customers,” said Julian Lim, APAC region sales head of Philips Professional Display Solutions/Hotels TV.

Immersive showcases

· Introducing a new trend was the noise-cancelling InstaPod privacy capsules which were located across the exhibition grounds – they provided users with a conducive environment to network and showcased the possibilities of a hybrid workplace.

· Hybrid Workspace, by AVLIAS and C&R Interiors Pte Ltd, offered open-layout, tech-enabled workspaces for collaboration between in-office and remote dynamics to improve productivity, employee satisfaction, and cost savings.

· Immersive Projection Mapping, by Oceanus Media Global, showed how state-of-the-art projection mapping technology transforms and enhances physical spaces into unique immersive and interactive environments.

· XR Production Live, by Absen and Oceanus Media Global demonstrated the possibilities of extended reality (XR) in transforming virtual events, TV and film production, and gaming. The demonstrations allowed attendees to experience first-hand a new way of producing on-screen content without the need for green screens, with real-time recording and rendering improving production efficiency.

· PIFA2023 Conference @ Centre Stage & Technical Classrooms was led by over 50 speakers and panellists on a wide range of AVL use cases, and offered a platform for education and knowledge transfer.