Founded by Maris Ensing in 1998, Mad Systems was envisaged to be a resource for the industry to enable the design and implementation of technology systems. Mad Systems has grown into an international operation to support its clients with an established presence in several markets across the themed entertainment and experience economy industry, including museums, brand and visitor centers, traveling exhibitions, theme parks, halls of fame, and more.

Since Mad’s first installation for a children’s museum and the American Wilderness Grill in 1998, the company has expanded into unique projects worldwide, including the Albert Robles Center in Pico Rivera, CA, the Harry Potter Studio Tour in London, and a traveling exhibition from Crayola IDEAworks: The Creativity Exhibition. Recent installs at The Missouri Botanical Garden in St. Louis, MO, Acrisure Stadium in Pittsburgh, PA, the Truman Presidential Library & Museum in Independence, MO, and the California Science Center in Los Angeles, CA.

[SCN Installation Showcase 2022]

With the growing workload, Mad Systems has almost doubled its employment size in the past year. “I am so proud of our consistent growth over the past 25 years,” said president/CEO Tricia Rodriguez. “It's been amazing to work with such a talented team, to see them rise to the challenges and enjoy the successes of each of our client’s projects. We are looking forward to what and whom the next decade brings.”

Mad Systems has also developed its wide range of client-facing products, including the QuickSilver audiovisual system, as part of the AV++ line. This line features the company’s patented Recognition Based Media Delivery system, LookingGlass Concierge, a recognition—based customer service system, and advanced features of QuickSilver.

“It’s quite incredible to look back at the past 25 years and see how the company has developed from an AV and interactives integrator into a leading-edge, one-stop, advanced technology company that creates solutions for a new audience and a new era,” Ensing said.

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Adding to its technology lab, bespoke engineering spaces, and workshop, the Southern California-based office has constructed a 1,000-square-foot mezzanine. This space will be designated to facilitate the programming and testing of individual exhibits for future audio-visual installations and the continued development of QuickSilver.

High crowd densities and the prevalence of high-contact areas in typical museum exhibits are causing museums to question their assumptions in the wake of the COVID-19 pandemic. From the way patrons purchase tickets and interact with those at the help desk to the way exhibitions are laid out and designed, museums are currently devising new operating procedures that will revolve around guest safety and contactless technology. The goal is to keep visitors safe while not diminishing the overall museum experience.

“Primarily, the concerns include making visitors feel comfortable being in large crowds again. We understand that the majority of visitors intend on returning to museums within a year,” said Tani Klein, senior director of sales with Planar. Museums are currently planning for that return by putting the focus on technology that helps create a safe environment—including technology that monitors body temperatures, regulates the number of people within an exhibit, and helps to communicate important safety protocols and information to visitors.

Larry Howard, director of entertainment sales for the Americas at Christie, said that museums are particularly focusing on the issue of space. “Everyone needs space between themselves and others, and this will change some museum areas drastically. Videos explaining how distancing works will be a big help to customers. Coupled with old-fashioned signs and floor markings, these videos will be very effective. Exhibits that already incorporate distancing will be looked at favorably, and more of them will be implemented.”

The Contactless Experience

Beyond putting guests at ease, many museums are looking to increase the prevalence of contactless technology in their facilities, helping to advance their overall venue technology while keeping their patrons safe. “Technological solutions will be absolutely key to museums limiting personal contact,” said Klein. “Personal-use styluses will help reduce the spread of germs on visitors’ hands, while still allowing the visitors to interact with touch technologies. We’ll likely see proximity sensors, motion sensors, and gesture-sensing technology for visitors to trigger and engage with content.” These personal styluses could also be branded and gifted to the patron, providing them with a unique souvenir from their visit.

Gesture-based technology, potentially with AI triggers or ultra-high frequency RFID, could be an ideal way for museums to encourage engagement without direct contact. Patrons could use their entire body to interact with exhibits in interesting and new ways.

[Museums Step Up Engagement With Next-Level Tech]

Klein said that Planar’s involvement in the Times Square installation COOLTURE IMPACT, which invited visitors to not only view art but become part of the show, is a great example of something we may see more of in museums. “The unique video art installation featured Planar TVH Series fine-pitch LED video walls paired with motion-responsive technology that allowed passersby to make artistic digital canvases come alive with their own movements,” he added. Voice activation technology could also be used in a similar manner to help limit direct contact in future exhibits.

Mad Systems, an Orange, CA-based integration firm, has relied on its touchless technology offerings to limit contact, often converting non-touch monitors for interactive use. “Our ‘touchless touchscreen’ technology uses a small camera to track your facial movements to control a cursor. We can apply infrared overlays at a reasonable distance from a screen or projected wall to create a non-touch touchscreen experience,” explained Mad Systems founder Maris J. Ensing.

The sensors in these touchless touchscreens also allow visitors to activate selections by pointing at various images. When the company’s TeaParty show controller capabilities are implemented, visitors can use their smartphones to control the screens, changing the subtitle language on a video, for example. Mad Systems is also using sensor-based technology to replace physical handles or buttons, allowing visitors to motion their hand above an area to trigger further engagement. Taking it a step further, making these types of options portable could help preserve social distancing and further accommodate the guests.

Make Way for Emerging Technologies

When thinking about the best way to display information and images within an exhibit, many museums may start to increase the use of real-time, camera-based feedback to create crisp and clear projected visuals—including 3D visuals. Museums have used this technology within immersive-style exhibitions—for example, in the traveling Van Gogh Exhibit, which allows the work of Vincent van Gogh to come to life in an immersive environment.

Since COVID-19, this exhibit has continued to thrive in Toronto through “Gogh by Car,” which offers visitors a drive-in art experience. Organizers are now integrating social distancing circles to be able to reopen safely for patrons. Other museums are using portable projection systems to show programming in outside settings, similar to the drive-in movie theater experience. Success here could encourage museums to get creative and bring the museum experience to the community, offering pop-up or traveling exhibits in areas where people feel safe.

This type of experience could completely replace virtual reality (VR) engagement, because it does not require the use of individual headsets and people can enjoy the experience together while still following social distancing guidelines. Ensing commented: “Having 3D audio as part of the experience means that you’re experiencing something very similar to what you would expect with a VR headset, but without the concerns that a VR headset would bring—especially now. By the time the COVID-19 concerns are gone, VR headsets will be home-based technology, and most likely only relevant in very specific public applications.”

[High Tech Storytelling: Museums, Exhibits, and AV]

Christie is taking touchless interactivity one step further, creating a projection-based technology by combining its Pandoras Box AirScan with its Widget Designer products. Together, they are able to display a touchless interface over a variety of surfaces. This type of technology could be deployed in a variety of settings and offers further touchless engagement opportunities for guests.

Increased App Use

Museums will be focusing on their apps, making sure their capabilities—including allowing guests to purchase tickets, get access into exhibits, and engage within the exhibit—provide a personal journey tailored to each guest. “A good example of this is the Cleveland Museum of Art, which uses an app and feedback from cameras for guests to interact with artwork and exhibits,” said Patrick Ellis, senior account manager at Christie. Mobile devices may also be used to assist museum staff with taking temperatures of visitors upon entry and dispersing important information or alerts.

A Changing Demographic

Museums were already beginning to integrate many of these features pre-pandemic, not only for safety concerns but because of a change in guest preferences and demographics. “We are now dealing with an upcoming generation of visitors who swiped before they wiped, and their expectations are a lot different from what we’ve seen over the past 40 years,” said Ensing. “Just before this crisis, we opened a visitor center where the only printed graphics were the wallpaper—everything else was digital.”

Younger visitors are expecting this type of technology integration and hope for experiences that are so cutting-edge that they can Instagram them to the world. With growing concerns about attendance, museums will be clamoring to integrate innovative technology that will help them stand out from the crowd.

What Does the Future Hold for Museums and Technology?

Like every market segment, technology providers and museums are trying to find the best way forward while navigating safety and related issues in the wake of the pandemic. Howard noted, “I believe that technology will be helpful now and down the road. As time goes by and we get a better understanding of the transmissive properties of the virus, we will be better prepared from the design perspective as well as retrofits.”

It is certainly possible that museums and public spaces will be changed forever post-COVID-19. With the possibility of having to lower overall attendance, museums will need to work in partnership with technology providers to offer unique and customizable experiences that guests may not soon forget. 

The What: Mad Systems recently demoed three new contact-less offerings with touchscreen-type applications, its latest solutions for museums, theme parks, and visitor centers.

The What Else: The company has at least four solutions to deal with touchscreen exhibits, according to Brandy Alvarado, business development manager. In cases where IR bezels are used, they can be moved further away from the screen, and existing touchscreens can be upgraded for non-touch use by adding an IR bezel. That touch overlay is moved away from the monitor or monitors, for a touchless option. Interactive content designers would need to account for an adjusted parallax and make sure any “buttons” are big enough to accommodate this change to the monitor. 

Related: BrightSign Unveils Touchless Engagement Solutions

A second development is the company’s Facial Tracking system built into its QuickSilver touchless interactive media servers. Patrons stand in front of the touchscreen, look at the screen, and their facial movement is used to guide the cursor. To activate a button, just look at it for a second or so and the selection will be made.

Mad Systems can also provide an alternate way for users to interact with a touchscreen by adding one of its sensors. Graphics could be included on or off-screen to indicate possible selections for users to activate content. All users would need to do is break the plane of the sensor, and the selection is made. Sensors provide an additional touchless method for controlling an interactive.

Lastly, with the help of QR codes, Mad Systems’ QuickSilver system can allow for BYOD capabilities. Users activate the camera on their phone or tablet, scan the QR code mounted with the interactive or show on the screen, and the controls for the interactive will come up on the device. 

“We’ve introduced several compelling alternatives to consider as a solution for designing a healthier and more sanitary experience for patrons,” said Maris Ensing, founder and engineer. “As we now know, the COVID virus can stay on surfaces for a very long time. We’ve taken a very serious look at this and designed solutions to future-proof venues and make them safer. We want people to go back to a life that is closer to ’normal,’ and that means that we have to make some changes. When it comes to theme parks, museums, and visitor centers, and even office settings and trade shows, we need to create safe environments where people can be entertained and educated without ongoing concerns about catching this virus. We have to do something to get our lives back to a better kind of normal.” 

The Bottom Line: These non-contact solutions are designed to allow clients to include safe interactive exhibits after the COVID-19 peak.

For Mad Systems’ business development manager Brandy Alvarado, the COVID-19 pandemic has inspired her and her team to innovate. “In terms of the markets that we cater to—museums, visitor centers and theme parks— it has been hectic with existing work and bids for new projects, but we are obviously expecting a hiatus. In terms of planning, we are being more creative about ‘touch-interactive’ experiences,” she said.

As clients request projects with touch panels and touch experiences, Alvarado is contemplating: “With touch experiences and virtual reality, you're going to be touching equipment. In terms of VR headsets, it would be very hard to provide the level of sanitizing that is required, and ultimately it is about perception of our visitors—we find it hard to see continued use of VR headsets in public spaces. What we’re seeking, in our new projects, are ways to provide outstanding AV experiences that are designed to deal with public fears, be they real or imaginary —it is our visitors perceptions that will drive what is acceptable”

The desire for touchless installations may translate into the integration of more sensors to provide touch-free controls, and facial recognition. “[We’re exploring] more immersive environments using audio, spatial audio soundscape experiences that incorporate projected, 360-environments,” said Alvarado, “and another advantage of doing so is both throughput as well as the fact that families and groups of friends can experience these together, which to us is an important component of anyone’s visit to one of these types of venues”.

“In these new kinds of experiential designs, you’re not touching anything,” Alvarado noted. “The narrative or storytelling component creates the experience, without the need for touch. A sensor can kick it off, or a docent or a theme park operator might use the interface to start certain aspects as people enter an exhibit, but it can be completely touch-free and just as engaging. Other than that, we are also working on BYOD type efforts where we allow visitors to use their own phones or tablets to control exhibits, and other touchless technologies to create safe environments.”

Smartphone-Driven AV Experiences

Personalized technology experiences and smartphone-connected IoT and AV projects are already in use in hospitality, education, and transportation sectors. Will the coronavirus crisis, and related concerns about sanitized equipment, spur new phone-driven projects?  In this ever-changing environment, the future in uncertain, but you can bet that AV professionals will help define thee future of technology.

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Imagine you’re at a networking event. You see someone heading your way with a big smile on his face … you know the face but can’t seem to remember the name. In a nutshell, being able to associate the name with the face is the core of facial recognition, which is growing in popularity in pro AV markets.

Detection versus Recognition: What’s the Difference?

Many people use the terms “facial recognition” and “facial detection” interchangeably, but there is a world of difference between the two.

“Facial detection is a very broad-based term that is used when a system is able to identify that a human face is present, whereas facial recognition actually confirms identifying features or an identity and allows us to identify that person and deliver personalized media or services,” said Maris Ensing, vice president and chief engineer, Mad Systems.

“Each technology has its purpose,” added Diane Carlson, vice president, digital innovation solutions, Samsung SDS America. “For example, facial recognition technology is used by law enforcement to identify criminals. Privacy is sacrificed for the greater good.”

To alleviate privacy concerns, many pro AV solutions, including Samsung’s Nexshop, are designed specifically for facial detection. “At Samsung SDS, we use facial analysis in our solutions,” said Carlson. “Our intent is to approximate gender, age, and sentiment to better target marketing messages—no personal information is collected or stored.”

Scroll through the gallery below to see the latest facial recognition products for pro AV.

Privacy Laws

With privacy laws and regulations being continually updated, what do integrators need to be concerned about, and how do they stay informed?

“They [integrators] shouldn’t be concerned about facial detection, but they should be educated on the differences between detection and recognition, and be able to articulate [the information] to their customer,” said Kelly Harlin, analytics platform strategist at NEC Display. “In fact, NEC Display is leading the charge when it comes to customer privacy and security. NEC ALP is completely GDPR compliant, and integrators can be confident when installing the platform that NEC is constantly working to stay ahead of legislation.”

Ensing, however, strongly believes integrators should be familiar with privacy laws and regulations across the board, even when it comes to facial detection. He says there are seven principles of privacy: consent, use, transparency, data security, privacy design, integrity, and accountability.v

“There are a great many applications already using this technology—biometrics for unlocking your phone, surveillance in stadiums, banks, airports, and retail,” he continued. “These privacy principles should be part of the design process and thoroughly mapped out with the client by the integrator.”

According to Ensing, Mad Systems designed its system with privacy concerns in mind. “Our system does not need to be internet-connected, and it uses encrypted vectors to identify significant aspects of the face,” he said. “We don’t even need to keep images—the encrypted vectors are enough. Even if you manage to crack the encryption, you cannot re-create an image of someone’s face from these vectors.”

Where is the industry headed from a legal standpoint? “As far as facial recognition is concerned, the public is not as accepting of advertisers or tech companies using this technology responsibly,” said Samsung’s Carlson. “In our opinion, the laws in this area will only get stricter over time.”

Improving the Experience

There is no doubt that facial recognition installations in pro AV are worth the costs, especially when it comes to digital signage installations and improving the customer experience.

“Facial detection in digital signage installations has endless potential across numerous sectors,” NEC’s Harlin emphasized. “The technology is primed for the retail and QSR spaces. By gathering non-identifying data like gender and age, the platform can recommend targeted advertisements immediately. The technology also has applications that NEC will be exploring in the future, including in the hospitality market, for those who operate cinemas, educational institutions, transportation hubs, hospitals, convention centers, and municipalities that operate as smart cities.”

[Engaging with Retail Technology]

Samsung’s Carlson agrees and says that facial analysis can improve the customer experience with relevant content based on anonymous demographic data. As an added benefit, “brands and retailers that successfully activate on this information may gain a lift in sales and customer satisfaction.”

Mad Systems has seen the benefits of facial recognition greatly impact museums, theme parks, and visitor centers, where the main benefit is better customer service. Ensing pointed out that most general information at these venues is targeted to the average visitor—missing most of their target audience. Using facial recognition allows relevant versions of information to be provided—for example, using simpler language for children and providing options for expert-level information for those who are interested in a deep dive.

“We are creating a better customer journey by offering tailored content for groups of visitors or for individual visitors, to meet ADA requirements, to provide content in different languages, and to provide content for different interest groups,” he said.

He pointed to theme parks as an example. Imagine you’re riding your favorite rollercoaster and the camera takes a snapshot of you as you cruise down the track at 75 mph. When the thrill is over, you patiently wait for someone to find your picture in the system so you can see the funny face you made. “As it stands now, that takes a considerable amount of time to wait to find your picture,” he said. “With facial recognition, it would be instantaneous, and you could continue your day in the park uninterrupted.”

The Future of Facial Analysis

The future undoubtedly holds more regulation when it comes to facial analysis, recognition, and detection, but it also offers the promise of expanded potential. Perhaps Ensing summed it up best: “This technology can be used for great things, and we’ve just started to unlock its full potential. This is truly 21st century AV!”

The What: Mad Systems announced their patent has been granted for systems and methods for providing location information about registered users based on facial recognition. Their system, called LookingGlass Concierge, uses facial recognition to identify and locate people. It then logs each member into a group either using pre-entry data submitted prior to their visit, on-site using a self-service kiosk, with assistance from a staff member, or by various other methods.

The What Else: Mad Systems says they developed LookingGlass Concierge and other facial recognition-based systems to improve customer service and enhance visitor experience at theme parks, museums, visitor centers, fairgrounds, stadiums and conference centers where groups often visit. Coupled with Mad’s patent pending recognition-based media delivery, Mad points out that the LookingGlass system creates a unique integrated experience that is a generation beyond current technology. 

“This is a wonderful beginning to a new era for AV. I see Facial Recognition combined with our wireless AV system, QuickSilver™, reinvigorating the AV world to provide new and incredible opportunities for entertainment venues like theme parks, and museums - but also in board rooms, class rooms and related situations," said Mad Systems Founder Maris Ensing. "This technology allows you to recognize individuals, and activate specific configurations for them. This is a 21st Century AV system for sure! Anyone who wants to see the future of AV with this patented technology at work - let us know, we'd be delighted to provide a demonstration."

Tricia Rodriguez, CEO of Mad Systems, also said, “My team took a look at some common challenges in entertainment venues and created solutions using software and technology to tackle things like keeping families and groups together at a venue, helping visitors to retrieve purchased merchandise, helping with venue traffic control, helping with ADA compliance, and ultimately helping to create a memorable VIP experience. This is one of several facial recognition-based systems that Mad has submitted patent applications for so stay tuned for more innovations coming in 2020!”

The Bottom Line: With facial recognition becoming a more important element of the consumer experience, innovation that moves technology forward, while respecting the privacy of consumers, is a factor in a range of possible applications across many verticals.

The What: A 21st-century audiovisual and interactive solution for museums and visitor centers, Mad Systems’ patent-pending Facial Recognition and Color Recognition Controlled Media Delivery Systems are designed to deliver tailored media to exhibit visitors—with no need for phones, tablets, or anything else that distracts the audience.

The What Else: The Facial Recognition System can start recognition from a picture submitted by the visitor from home prior to their visit using their home computer or mobile device, from imagery and information collected when the visitor enters the venue using a kiosk or ticketing staff, or on an ad-hoc basis when they get to the exhibits. The user can select his/her preferences—such as preferred language, age group, interests, or a predetermined time limit for museum visits—and the Facial Recognition system will deliver media to the user based on these selections.

The Color Recognition System is based on a very simple concept: school groups and clubs often arrive at visitor centers wearing uniform, printed shirts, scarves, hats, or jackets that are bright colored and easily identifiable. When a group of visitors come to the entry, a camera looks at one of the shirts or jackets, and logs that color. A staff member, or a group member then tells the system what type of content to deliver—whether that is elementary content for younger children, or a more advanced experience for high school students. Even if no common color is worn, visitor center staff could hand out colored badges on lanyards or self-adhesive tags for clothing, and the system can still pick this color out to deliver customized content. Bright yellow could be used for vision-impaired guests, and blue for hearing-impaired visitors. Elementary kids might be issued red badges; a group of physics students might use purple. A Spanish language preference could be indicated by cyan, and other non-native English speakers could wear green.

The Bottom Line: Mad Systems’ Facial Recognition and Color Recognition Solutions provide media content that is tailored to visitors, without wristbands, RFID, or other interfaces. These unique systems use cameras and sensors to look at the space in front of an exhibit to identify the person or previously defined colors to deliver media in a way that matters to the visitor.