Commercial Integrator July 2022 - 38

2022 INTEGRATION AWARDS
Museum
Electrosonic:
Social Lab -
Museum of Tolerance
The Social Lab - Museum of Tolerance features
upgraded audiovisual technologies from Electrosonic
that enthrall visitors. By Amala Reddie
and adapt content over time.
Electrosonic has worked with the Museum
for over 25 years and was involved
in this project from initial concept through
detailed technology design and specification
to build and system integration and
help desk support.
The Social Lab was an existing gallery,
which Electrosonic had originally designed
and installed in 1996 and upgraded in
2012. This new project is the third upgrade
to the Social Lab program. The operators,
Simon Wiesenthal Center, wanted to retain
and modernize some of the legacy exhibit
concepts from the previous Social Lab
gallery, and also add new exhibits to the
new design.
The Center approached Electrosonic
to be part of the team to design new and
modern exhibits to achieve their current
education and presentation goals. The goal
was to establish complete engagement
with visitors, using interactivity to help
communicate the educational content,
while allowing visitors to listen, learn and
leave with a better understanding of their
own inherent prejudices and how they can
improve their behaviors moving forward.
As part of the creative design team, Electrosonic
worked closely in the early concept
phases with the owners, Yazdani Studio
and Unified Field, to conceive, design and
specify audiovisual technologies to deliver
the program in unique and special ways.
Electrosonic's responsibility in the design
THE SOCIAL LAB is a 10,000-squarefoot
experiential space at the Museum of
Tolerance in Los Angeles, Calif. The Social
Lab aims to help visitors better understand
and overcome the inherent prejudices and
social issues facing contemporary society.
It builds on the Museum's mission to inspire
people to take action against racism, bigotry
and anti-Semitism.
Technology plays a key role in presenting
the Social Lab's message in different interactive,
experiential spaces designed to engage
a new generation of digital-savvy visitors.
Videos, ultra-high-resolution touchscreens
with 100-point capability, a unique media
cube using dynamic projection on four
glass surfaces, and powerful soundscapes
throughout the exhibits immerse visitors on
their journey through 15 distinct spaces.
38
Commercial Integrator JULY 2022
The new Social Lab has 15 distinct galleries
with innovative technology that
engage visitors.
Together, the spaces promote tolerance
and inclusion by taking visitors on a journey
of self-discovery from individual biases to
national conflicts and global crises, while
highlighting the interconnectivity between
the issues.
The interactive elements challenge visitors'
assumptions, while other spaces allow
them to reflect on their own views and collaborate
with others to find common ground
on controversial issues. The extensive use of
technology gives new energy to the Social
Lab's purpose while the digital-first strategy
eliminates the restrictions of traditional static
exhibits and allows the Museum to evolve
and development phase was to create
technology designs to meet the creative
needs of the project by providing blue
sky technology concepts and technical
direction, detailed audiovisual design and
equipment specification.
The company created an innovative
technology solution that features 100-point
touch table surfaces throughout the
experience as well as special projection
presentations, audio experiences and a
virtualized control, system monitoring and
user management platform as part of the
overall system design and approach.
Museum Highlights
The new Social Lab now has 15 galleries in
total, and they all feature innovative technology
to engage visitors and tell stories in
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Commercial Integrator July 2022

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