Ta Loong Gan, BARCO’s Executive Vice President of Immersive Experiences, discusses leadership, innovation, and the strategic shift from standalone technologies to integrated experience ecosystems that seamlessly connect technology, content, and human engagement.

For decades, the professional AV industry measured progress through better hardware. Today, however, the real differentiator is no longer the just technology itself, but how seamlessly multiple technologies converge to create meaningful experiences. The most memorable immersive environments are no longer defined by individual products; they are defined by intelligent ecosystems that connect content, technology, and human engagement into a single, cohesive experience. And few executives understand this shift better than Ta Loong Gan, Executive Vice President of BARCO’s Immersive Experience Global Business Unit.

With a career spanning engineering, global business leadership, and technology strategy, Ta Loong has played a pivotal role in helping shape BARCO’s evolution from a respected technology manufacturer into a company increasingly focused on enabling experiences at scale. Under his stewardship, BARCO has continued to strengthen its presence across immersive attractions, cultural destinations, themed entertainment, location-based experiences, and large-scale visual environments, while remaining anchored in the reliability and engineering excellence that have long defined the brand. His leadership philosophy reflects a belief that innovation must ultimately deliver measurable outcomes in the real world—an approach that has become increasingly relevant as customers demand solutions that are not only visually impressive, but also scalable, manageable, and commercially meaningful.

In the following conversation, Ta Loong offers an earnest and thoughtful perspective on the future of immersive experiences, the growing importance of ecosystem thinking, and the technological forces reshaping audience engagement across the region. More importantly, he provides a revealing glimpse into the leadership mindset guiding BARCO’s immersive experience strategy—one built on long-term vision, local empowerment, and an unwavering belief that technology only matters when it performs flawlessly where it counts most: in the moments people remember.

ETA: How do you personally view BARCO’s broad technology ecosystem, and what leadership principles guide your decision-making when different markets, industries, and customer expectations often move at very different speeds?

TA LOONG GAN: BARCO’s broad technology ecosystem is one of its greatest strategic strengths. I see it not as a collection of products, but as an integrated platform that enables us to solve real customer problems across very different environments, from entertainment and immersive venues to enterprise collaboration and mission-critical applications. That breadth allows us to create more complete, scalable, and future-ready experiences for customers globally. BARCO’s strategy of capturing profitable and efficient growth, innovating for impact, and driving sustainable impact also gives us a very clear framework for how we prioritize and execute.

When I lead across markets that move at different speeds, I rely on a few principles. First, stay customer-led: every market has different needs, but the customer experience must remain central. Second, be disciplined in execution: we need to allocate capital and talent where we can win sustainably, not just quickly. Third, balance global consistency with local relevance, so we keep one strategic direction while adapting to the realities of each industry and region. And finally, build through innovation, resilience, and collaboration, because transformation only works when the organization, partners, and customers move together.

If I had to summarize my leadership style in one line, it would be this: align the organization around a clear long-term vision, then move with the speed each market can absorb while never compromising on quality, trust, or strategic intent.

ETA: What are the most significant behavioural and technological shifts currently influencing customer expectations across the region—and how is BARCO adapting to them?

TA LOONG GAN: Across the region, I see two major shifts shaping customer expectations.

From a behavioural standpoint, customers are increasingly looking for experiences that are immersive, personalized, and outcome-driven. They are no longer satisfied with technology for its own sake. Whether in entertainment, enterprise, or public environments, they want engagement, relevance, and measurable value. We are also seeing a stronger demand for hybrid experiences, where physical and digital touchpoints come together seamlessly.

On the technology side, the pace of change is accelerating. Real-time content, software-defined platforms, and integrated ecosystems are becoming the norm. Customers now expect solutions that are not only high-performing, but also scalable, interoperable, and easy to operate over time.

At Barco, we are adapting in a few clear ways. We are evolving from being a technology provider to becoming an experience enabler, moving beyond individual products to deliver integrated solutions that connect content, space, interaction, and workflow. We are also investing in a deeply collaborative ecosystem, working closely with content creators, consultants, integrators, partners, and distributors to ensure our solutions are relevant, scalable, and deployable across markets.

Just as importantly, we remain relentlessly focused on reliability. That starts with rigorous engineering, testing, and quality standards, and continues through to proactive service, monitoring, diagnostics, and strong local and global support. For us, innovation only matters if it works in the real world. We are aligning innovation with usability and trust, helping customers create experiences that are not just impressive, but meaningful, dependable, and sustainable.

ETA: Many of ASIA’s most ambitious projects are increasingly defined by ecosystem thinking rather than standalone products. How has this changed the way BARCO approaches innovation, and could you share examples of technologies or recent developments that you believe are particularly aligned with where the market is heading?

TA LOONG GAN: Ecosystem thinking is no longer the exception in Asia’s most ambitious project, it is the foundation. In concerts, festivals, corporate events, and projection mapping, experiences are no longer defined by a single projector or screen. They are defined by how seamlessly content, space, and technology synchronize in real time.

This has fundamentally changed how Barco approaches innovation. We no longer design for standalone deployments. We design for live, dynamic environments where multiple technologies must work together flawlessly under pressure. There are three key pillars guiding this evolution:

• Shifting from display-only to visual orchestration. Our solutions unify projection, LED, and media servers into one cohesive canvas, enabling large-scale visual storytelling.
• Enabling real-time adaptability. Content must respond dynamically during live shows, and operators need to manage complex productions with speed and simplicity.
• Driving reliability at scale. In live environments, there are no second chances, so reliability is non-negotiable.

A compelling example is the ARTE Museum, created by d’strict, a South Korean digital design firm. The museum delivers immersive media art using multiple display technologies, projection and LED, combined with light and sound to bring each digital installation to life. For projection, d’strict chose Barco’s UDM and G-series projectors, which deliver consistent, high-quality imaging across multiple display technologies. As of September 2025, ARTE Museum had welcomed over 10 million visitors across seven global locations. Thanks to Barco’s projectors, d’strict can service and manage the entire installation from anywhere in the world, staying in control regardless of time or location.

In short, the industry is moving toward fully immersive, synchronized, and adaptive experiences; and we at Barco are innovating to be the backbone that makes these moments possible, reliably, at scale, and across the region.

ETA: What unique characteristics distinguish APAC from other global markets today, and what are some of the most interesting lessons that BARCO has learned from serving such a diverse region?

TA LOONG GAN: The APAC region is not a single market, it is a spectrum of extremes. That is what fundamentally distinguishes it from other regions. You have highly mature markets driving cutting-edge innovation, alongside emerging markets that are scaling rapidly and often leapfrogging technologies altogether.

In my view, APAC’s uniqueness comes down to four key factors: speed to market, diversity, technology adoption, and value. Some markets move incredibly fast, especially in live events and experiential entertainment. Others take a more phased, value-driven approach. Our local presence and deep partnerships with integrators and distributors allow us to reach customers effectively while understanding local diversity and culture.

APAC customers are also highly open to innovation. They are willing to experiment with new forms of storytelling. Across live concerts, festivals, corporate events, and public exhibitions, there is a strong appetite for bold, large-scale, and visually impactful experiences. Take the ARTE Museum, VIVID Sydney in Australia, or BTS concerts globally, these are highly ambitious projects designed to evoke emotional responses from audiences, ultimately driving social media presence and revenue. Even with ambitious visions, solutions must balance impact with efficiency and scalability.

Some of the most important lessons we have learned from APAC are:

• Flexibility is critical — one approach does not fit all. We design scalable solutions and services that adapt to different needs, investment levels, and timelines.
• Co-creation drives success. The best outcomes come from working closely with local partners, creatives, and system integrators who understand cultural nuance and end-user expectations.
• Speed matters. In fast-moving markets like live events, the ability to deploy, adapt, and execute quickly is often a competitive advantage.
• Reliability builds trust. In high-profile concerts, festivals, and corporate events, consistent performance, and the ability to react in mission-critical environments convert innovation into long-term partnerships.

Ultimately, APAC challenges us to be both agile and grounded, innovative enough to lead, but flexible enough to adapt. It is a region that continuously pushes Barco to evolve, and in many ways, it sets the pace for where immersive experiences are heading globally.

ETA: How do you cultivate trust at scale, and what role do local expertise and market intimacy play in BARCO’s growth strategy for the years ahead?

TA LOONG GAN: In immersive experiences, trust is built not just on technology, but on delivery, consistency, and deep local understanding. In a region as diverse as Asia, you cannot scale trust through a centralized approach alone. It must be built market by market, project by project. That is why partnerships with local integrators, distributors, consultants, and partners form a critical part of our ecosystem. Trust is not built in a day, it is cultivated over time through shared wins.

We cultivate trust through proven performance in high-stakes environments. Whether it is large-scale projection mapping on a landmark, a touring concert, or a flagship corporate experience, these are moments where failure is not an option. Our commitment to consistent product quality and reliable service support is the foundation of trust. We position Barco not just as a technology supplier, but as a co-creator of immersive experiences, working closely with clients, creatives, and integrators from concept to execution. Trust grows through repeat collaboration. Many of our strongest partnerships in live events and experiential projects come from delivering successfully, then scaling together.

APAC continues to be a core growth engine for Barco, and local expertise, along with market intimacy, plays a vital role in achieving this success. Immersive experiences are deeply emotional and contextual. What resonates in Tokyo, India, or Singapore can be very different. Our local teams and partners ensure that storytelling, design, and execution truly connect with audiences. Investment models, timelines, and expectations vary widely across the region. Local insight helps us tailor solutions that are both impactful and commercially viable.

Additionally, live environments – concerts, festivals, projection mapping, require fast decisions and rapid execution. Local expertise allows us to respond quickly and adapt in real time. That is why we invest in local Barco offices and representatives across more than 10 countries in APAC. Market intimacy is not optional for us, it is strategic.

ETA: With respect to the growing discussion about the convergence of hardware, software, cloud infrastructure, and AI; Looking ahead, what do you believe will define the next major evolution in professional visual technologies, and how is BARCO positioning itself to remain ahead of that curve?

TA LOONG GAN: We are entering a phase where immersive visualization is no longer defined by individual components, but by intelligent, connected systems. The real shift is the convergence of projection, LED, image processing, software, cloud infrastructure, and AI into a single adaptive ecosystem. From my perspective, the next major evolution in professional visualization will be defined by three key forces:

• Real-time, AI-driven visual orchestration. Immersive experiences, whether projection mapping on landmarks or large-scale event environments, will become more responsive and data-driven. AI will automate calibration, alignment, and blending while dynamically optimizing image quality across complex setups. It will also enable content to adapt in real time to audiences, environments, or external inputs. This moves us from pre-programmed shows to living, adaptive visual experiences.
• Convergence of LED, projection, and processing platforms. Projection is no longer just about brightness or resolution, it’s about how seamlessly it integrates with LED, media servers, image processing, and control systems. We will see tighter integration between LED, projection hardware, and real-time processing, creating a unified platform that manages content, mapping, warping, and playback. This delivers greater flexibility across formats, from architectural mapping to immersive venues. The technology stack becomes one orchestrated engine, not separate layers.
• Cloud-enabled scalability and remote operations. As projects grow in scale and complexity, remote management, monitoring, and content distribution become critical. Cloud enables centralized control of distributed immersive installations, faster deployment and updates across multiple locations, and data-driven performance insights with predictive maintenance. This is especially important in Asia, where multi-site, large-scale deployments are common.

To remain ahead of the curve, Barco is continuously innovating and investing in R&D focused on advanced image processing and media servers, strengthening real-time processing capabilities to support complex, large-format immersive experiences. We are driving deeper integration across projection technology and software by embedding intelligence into the ecosystem, ensuring our projection platforms are tightly coupled with control, calibration, and content systems. We are also leveraging automation and AI to simplify workflows and improve precision at scale.

Ultimately, the future is not about brighter projectors or faster processors alone, it’s about intelligent, adaptive ecosystems that make immersive storytelling more dynamic, scalable, and effortless. That is exactly where Barco is focused: being the backbone that powers the next generation of immersive visual experiences and events globally.