Just like lighting, aroma, and interior design, the sounds a customer is initially exposed to can have a significant impact on their comfort and enthusiasm. Carefully selected music and sound offerings can create immersive experiences that elevate a brand. How can brands collaborate more effectively with technology providers to provide a soundtrack that is both engaging and creates a positive association? What is the best way to ensure that high-end, customized sound control enhances a brand?


david_schwartz_1 (2)David Schwartz, President, Essential Communications

With more than 25 years of audio video technology and business experience, David, provides A/V, IT and Security design build & consultation services to a variety of industries with specialties in hospitality and retail. More recently, David created and directed Abercrombie & Fitch’s first-ever A/V technology division. His international responsibilities included overseeing design, implementation and service of A/V systems for five brands that included Abercrombie & Fitch, Abercrombie, Hollister, Ruehl and Gilly Hicks stores in over 1100 locations.

anida gurlitAnida Gurlit, Creative Director, Music Design, Mood Media
Anida is the Creative Director of the Music Design team for Mood Media North America. With 16 years creating in-store music experiences, she has developed programming for leading brands in retail, salon & spa and hospitality.


KirstenNelsonKirsten Nelson
Kirsten Nelson has written about audio, video and experience design in all its permutations for almost 20 years. As a writer and content developer for AVIXA, Kirsten connects stories, people and technology through a variety of media. She also directs program content for InfoComm Center Stage. Kirsten was the editor of SCN magazine for 17 years, and has written for numerous industry publications and the InfoComm Daily. In addition to technology, she also writes about motorcycles, which provides a professional outlet for her obsession with MotoGP racing.

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