Harman Professional Solutions Powers Luxury Hospitality and Immersive Art with Landmark Installations in Saudi Arabia and South Korea

From the luxury waterfronts of Jeddah to the cultural heart of Ulsan, HARMAN Professional Solutions and JBL Professional continue to set new benchmarks in installed audio, delivering solutions that redefine guest and visitor experiences. Two recent projects – the Shangri-La Jeddah in Saudi Arabia and Lightroom Ulsan in South Korea – highlight the versatility and technical sophistication of HARMAN Professional portfolio, spanning hospitality and immersive digital art.

Overlooking the Red Sea from the new Jeddah Waterfront, Shangri-La Jeddah was envisioned as a luxury destination blending architectural elegance with cutting-edge technology. To deliver an audio infrastructure matching its world-class design, hotel owners partnered with Halwani Audio Visual (HAV), the exclusive distributor of HARMAN Professional Solutions in Saudi Arabia.

The installation featured an integrated suite of JBL Professional, Crown, Soundcraft, and BSS technologies tailored for a variety of environments – from high-end dining and lobby areas to the opulent Shangri-La Main Ballroom. The ballroom, one of Jeddah’s most prestigious event venues, was outfitted with 96 units of the JBL Control 300 Series Ceiling Speakers, including Control 322C mains and Control 312CS subs, powered by Crown XLS DriveCore amplifiers. BSS processors handled DSP and matrixing, while JBL AE Expansion Series loudspeakers provided versatile L&R coverage for multiple stage orientations.

Across the hotel’s six signature dining venues, HAV installed custom audio systems tailored to each environment. The Capo front lobby featured JBL CBT 70J-1 line arrays and Control C26T ceiling speakers indoors, with AWC 62 loudspeakers on the outdoor terrace. Niyyali Restaurant, set against panoramic Red Sea views, featured JBL Control 28-1L, Control C26T, and Control 19CS loudspeakers supported by Crown amplifiers and BSS DSP. Kaia Club was equipped with a weatherized DJ-ready system including JBL Control 31WH, JBL AWC 15LF, and JBL Control 28-1L. At Waterfront Kitchen, JBL CRV loudspeakers were arranged in a circular “lifebuoy” formation beneath a fishnet ceiling, with JBL Control 19CS subwoofers concealed above and Crown XLS amplifiers and BSS DSP managing the system. The result was a cohesive audio experience enhancing every space, from intimate lounges to large-scale social gatherings.

“We are thrilled to have partnered with Shangri-La Jeddah to deliver an unparalleled audio experience,” said Bassam Halwani, CEO of HAV. “The JBL speakers, Crown amplifiers, and BSS signal processors have significantly elevated the guest experience by providing clear, high-quality sound throughout the hotel. This project has set a new benchmark for audio excellence in the hospitality industry.”

Meanwhile in South Korea, Baekyangsa Temple, the Jogye Order institution behind Lightroom Ulsan, sought to create a cultural landmark that went beyond visual spectacle. The ambition was to design a space where immersive sound complemented large-scale projection mapping to produce a fully sensory experience.

To overcome the challenges posed by high ceilings and reflective surfaces, Kinoton Korea collaborated with the Lightroom Ulsan team to deploy a HARMAN Professional system that balanced acoustics, aesthetics, and precision. Venue acoustics were optimised with fabric-finished sound-absorbing panels, while JBL’s Venue Synthesis software replaced traditional CAD modelling – streamlining system design and enabling early preparation of tuning data.

The installation comprised 6 units of the JBL VTX A6 line array loudspeakers for compact, wide-area coverage; 12 units of the JBL VTX F15 point-source loudspeakers for clarity, and 6 units of the JBL VTX B15G subwoofers for immersive low-frequency impact. Driving the system were 6 units of the Crown I-Tech 4X3500HD amplifiers with built-in DSP, delivering reliable power and seamless control.

Lightroom Ulsan opened in April 2025 with an inaugural exhibition of David Hockney’s works, stunning visitors with a multi-sensory environment where vivid visuals merged with enveloping soundscapes. “The immersive visuals surrounding all four walls were stunning, and I was impressed by the high-quality sound that elevated the entire experience. It felt like I had truly stepped into Hockney’s world, filled with vibrant colours and light,” said Jay Ko from Lightroom Ulsan Baekyangsa.

“The installation at Lightroom Ulsan showcases how HARMAN’s integrated technologies can power immersive art spaces that engage all the senses,” added Amar Subash, VP & GM, HARMAN Professional Solutions, APAC.

From luxury hospitality to cultural landmarks, JBL Professional continues to demonstrate the transformative impact of integrated audio. With Shangri-La Jeddah and Lightroom Ulsan, HARMAN Professional Solutions has not only elevated the guest and visitor experience but also reinforced its position at the forefront of installed audio worldwide.