How the Prestige Group redefined property showcasing
The Prestige Experience Centre represents a milestone in innovation and customer engagement within the real estate sector. Initiated by the Prestige Group, a leading CRISIL DA1+ rated developer, this ambitious project was designed to transform how potential clients view and interact with real estate offerings. Collaborating with Tek-Innovate for innovative solutions and AUDISEE for AV integration, the initiative sought to convert traditional sales methods into vibrant, interactive experiences, enabling customers to visualize and connect emotionally with their potential future homes. This project was not just about displaying the developer’s extensive project lineup across India but also about using cutting-edge technology to accentuate their vision, craftsmanship, and meticulous attention to detail, thus improving customer decision-making and overall satisfaction.
Project Overview
Covering an extensive area of about 15,000sq. ft, the Prestige Experience Centre includes multiple areas such as a main immersive experience area and two additional collaboration rooms. Chandrashekhar Naik, Managing Director and Principal Consultant at Tek-Innovate Consulting elaborates, “The sophisticated audiovisual setup within a commercial experience centre and the meticulous strategic selection of equipment from various leading brands were intended to optimize the overall customer experience. The centre features advanced audiovisual technologies designed to create an engaging and interactive environment for visitors.
The objective of leveraging sophisticated audiovisual technologies from renowned providers was to construct a technically advanced and immersive environment that could significantly elevate the level of interactive customer experiences. Chandrasekhar says, “Choosing Cisco was about leveraging a trusted relationship. Their conferencing solutions bring a sense of familiarity and reliability, crucial for large boardrooms. It is about ensuring seamless integration with existing systems, providing ease and efficiency for the company’s technical team. “He adds that the integration of these state-of-the-art technologies was strategically designed to facilitate seamless communication, foster emotional connections through interactive content, and enable personalized experiences. Tek-Innovate, together with Audisee, wanted to create a platform that could enhance informed decision-making, streamline the sales process, and distinctively position the brand in a competitive marketplace.
For instance, considering the wide range of customers Prestige interacts with, it was important to ensure the systems implemented would enable seamless video switching and wireless presentation capability. Kramerʼs all-in-one video presentation system would allow presenters the ability to easily share content from multiple sources without the hassle of manual switching or dealing with cables.
It is also important to provide potential customers, whether they are in the room or joining remotely, with an equal meeting experience. This necessitated the need for a solution that is equipped with advanced microphone technology and a camera that can automatically adjust to the speaker. Concise audio coverage throughout the experience centre is essential for creating an immersive audio environment that complements the visual experience. The audio system, including 6 speakers, an amplifier and a DSP system by Bose, features a digitally steered array system to provide clear and concise coverage within the experience centre. Yohann Wilson from Audisee says, “The setup encompasses two additional line arrays and a subwoofer positioned strategically in the corner to enhance sound distribution, supplemented by six speakers aimed at broadening audio coverage and another set of six dedicated exclusively to background music (BGM), all arranged to maximize the acoustic ambience of the area.ˮ Chandrasekhar adds,
“The Bose speakers were chosen for their brand recognition, aesthetic appeal and advanced features like software-configurable dispersion, ensuring tailored audio coverage. Their line arrays come with configurable drivers, allowing us to tailor the audio environment with precision. It is about delivering an audio experience that is as visually discreet as it is acoustically vibrant.”
Samsung was chosen for the Content management system. Samsungʼs cutting-edge screen technology and integrated content management solutions, like the MagicInfo software, simplify content updates and management on digital signage.Yohann feels, “Samsung’s integration was a no-brainer, given their reliable, high-quality displays and the intuitive MagicInfo software that simplifies content management. Their technology ensures that our digital signage is not only impactful but also effortlessly manageable.”
Challenges and Solutions
The primary challenge was developing a digital platform capable of effectively showcasing pan-India properties from the Bangalore centre, thereby enhancing the customer decision-making process. Tek-Innovate tackled this challenge by crafting an immersive experience to display various apartment types and amenities, employing a range of AV solutions to do so. Chandrasekhar adds, “Each brand weʼve integrated into this project brings a unique strength to the table, from Boseʼs sophisticated audio distribution to Xtremeʼs impactful displays. Our goal was to harmonize these technologies to create an environment thatʼs not just technically advanced but also perfectly aligned with our clientʼs vision for an immersive experience centre.”
Audisee brought over a decade of expertise in the residential sector to this commercial venture. However, corporate clients have different objectives compared to residential clients, often focusing on brand presentation, customer engagement, and sales conversion. Audiseeand Tek-Innovate realized that the success of the project hinged on overcoming the challenge of trust within a market saturated with diverse products and brands. It, therefore, focused on taking a proactive approach, including leveraging suitable temporary alternatives to address issues like the shortage of semiconductors, for instance, to ensure the project remained on track.
Execution and Innovation The six-month project adhered to a structured approach that included concept development, detailed design, tender stage, execution, and testing and commissioning stages. The experience centreʼs digital wall and immersive audio systems were among the key innovative features that offered customers a dynamic and interactive way to explore properties. Tek-Innovate emphasized simplicity, user experience, and futureproofing, ensuring the technology supported functionality and could be easily upgraded. They used a 6m x 4m video wall – by Xtreme Media. Designed to deliver high quality imagery, this video wall enables you to see intricate details and experience vivid colours. You can swipe the content from a touch table or from an iPad. The brand Xtreme was selected for the display solutions, favoured for its cost-effectiveness and solid after-sales support.
Additionally, the integration of interactive technologies can provide organizations with valuable data on customer behaviours, preferences, and engagement levels. These insights can inform future marketing strategies, product development, and customer service improvements. The use of sophisticated AV systems can not only streamline many aspects of the sales process but also serve as an invaluable tool for gathering critical analytics on customer behaviour and preferences, thereby informing continuous improvement and strategic marketing initiatives.
For the service providers, there were several key learnings throughout the process, including the need to focus on the scalability of solutions. Projects in the corporate sector typically require technologically sophisticated solutions that can scale across larger spaces and accommodate more users. Compared to residential solutions, managing the complexity and scale of corporate projects requires robust project management skills, including coordinating with multiple stakeholders, adhering to stricter timelines and managing larger project teams. Also, unlike residential setups, corporate AV solutions need to integrate seamlessly with existing IT infrastructures.
Outcomes and Benefits
The experience centre successfully met its objectives of digitally displaying the Prestige Group’s projects in an engaging manner and significantly enhancing customer engagement. This approach facilitated quicker decision-making by prospective customers, positively impacting sales and customer satisfaction.
The project highlighted the importance of adaptability, proactive planning, and collaboration in overcoming challenges, particularly those related to equipment delivery timelines and stringent deadlines. From the project management and reporting systems provided by Tek Innovate to the learning curve experienced by Audisee, the project exemplifies a collaborative effort that resulted in a seamless handover. It met the objective of creating an environment that evokes emotions and leaves a lasting impression on potential customers while enabling them to take an informed decision facilitated by technologies that allow for comparisons and exploration of options.