The integrator Ictra was in charge of this project to modernize the Coca Cola auditorium at its Chilean headquarters.
Richard Santa
Coca-Cola Chile's corporate auditorium has undergone a comprehensive transformation thanks to the implementation of an advanced audiovisual automation system. The project, led by Ictra, provided the space with state-of-the-art technology for dynamic presentations, hybrid events, training and meetings of high technical demand.
Roberto Cáceres, CEO of Ictra, explained that the modernization included a Crestron centralized control system, Kramer video distribution and advanced connectivity, Shure intelligent microphones with artificial intelligence, and professional visualization through large-format LG monitors.
The renovated auditorium, located at Coca-Cola's headquarters at the Marriott Hotel and with capacity for approximately 70 people, is characterized by its multifunctional design and a modern aesthetic that now coexists discreetly with the technology implemented.
According to Cáceres, the need to upgrade outdated systems was the main driver for this integration, seeking to respond to the challenges of hybrid communication and productivity, offering greater control, ease of use, and a professional presentation and collaboration experience.
Prior to Ictra's intervention, the auditorium operated with a mix of siloed technologies and limited manual operation, which led to constant operational difficulties. Today, the system is completely centralized and automated.
"Crestron allows you to control lighting, audio, screen lighting and source switching from a touch screen or mobile application," explained Cáceres. "Kramer manages the video matrix to deliver real-time content with high fidelity, while LG displays ensure optimal brightness and resolution in any light condition."
Integrated technologies
Among the integrated equipment are a Crestron controller with a touch screen, a Kramer video matrix with multiple HDMI inputs and outputs, 70-inch and 136-inch LG professional displays, a Shure wireless microphone system with artificial intelligence ecosystem, and the automation of lights and blinds.
The advantages of this modernization are remarkable. Cáceres pointed out the "reduction in configuration times before each event, an intuitive operation from a single interface, greater visual and sound impact in presentations, a professional image that reinforces the Coca-Cola brand and a general satisfaction on the part of internal users and visitors."
The implementation process was not without its challenges. Close coordination with Coca-Cola's infrastructure area was required to adapt the existing electrical conduits and ensure integration with the corporate grid. In addition, challenges were presented in customizing the Crestron system to fit customer-specific workflows.
The choice of technology brands was not accidental. Crestron was selected for its robustness and leadership in corporate automation. Kramer, for its quality in video distribution and compatibility. LG, for its reliability and image quality on professional screens. And Shure, for its excellence in professional audio and its intelligent microphone systems.
Results
End-user satisfaction has been a key outcome of this project. "From a marketing point of view, end-user satisfaction has been extremely positive and strategic," said Cáceres. "The implementation not only solved an operational need, but also raised the perception of Coca-Cola Chile as a technologically advanced, modern company committed to innovation." The new system has impacted both internal and external users, reinforcing the brand image and encouraging a greater frequency of use of the auditorium.
Finally, Cáceres highlighted the importance of considering these projects as elements that directly impact the brand experience. "At Ictra we believe that each audiovisual space is an opportunity to reflect culture, leadership and innovation," he concluded, highlighting how the technology of leading brands, strategically integrated, can position companies as leaders in digital transformation.
Overview
Integrating firm: ICTRA SPA
Manufacturers (brands) involved: Crestron, Kramer, LG, Shure.
Professionals involved:
Roberto Cáceres – Director of Technology
Marco Vargas – Luis Rojas of AV Engineering
Company covered with installation (end customer): Coca-Cola Chile
Installation dates: Second half of 2024
