A spectacular collaboration of technical brilliance and superior visual storytelling unfolds at Expo City Arena for GITEX Global 2024.

“The process for the HOLO event began just two months before the show, on August 9, 2024. It started with a site visit, followed by the development of proposed plans, quotations, a kit list based on the rider requirements, and revisions to finalize the solution. The project involved a highly competitive tender process, and we had to respond quickly and accurately to secure the contract. That being said, supplying the technical solution for Eric Prydz’s HOLO show was a beast in and of itself, particularly given the massive structure. The deployment of technology for this show was on an entirely new level!” exclaims Ernest Godfrey, managing director of Artes Events LLC – one of Dubai’s most distinguished comprehensive live event technical solution providers – who played a pivotal role in the successful culmination of Eric Prydz’ globally acclaimed HOLO concert in Dubai that took place in October 2024.

A grand spectacle in its own right – the HOLO experience necessitates intricate technical planning and execution. And to meet these demands, Prydz and his team entrusted the production to the highly experienced team at Artes Events LLC, who boast a legacy of delivering sophisticated live event solutions. Artes, since its inception in 1999, has been trusted with delivering hundreds of large-scale live shows for global icons like Carlos Santana, John Legend, and Ricky Martin; as well as major events such as the Dubai Jazz Festival and numerous prominent Russian festivals and concerts.

For the HOLO event in particular, Artes spearheaded the decisive elements of the technical production, overseeing the complex interplay between audio, lighting, video, lasers, and special effects.

A Hyper-immersive Music Experience Comes to Life in Dubai

Eric Prydz, the Swedish DJ and producer, is an artist synonymous with pushing the boundaries of electronic music. Over the past two decades, he has earned his place at the top of the electronic dance music scene, creating unforgettable moments with hits like “Call on Me” and the anthem “Opus.” Renowned for his meticulous attention to detail and innovative live performances, Prydz has always taken pride in creating immersive audio-visual experiences that set the standard for live electronic music, mainly relying on a fusion of electronic music and cutting-edge visual technology that captivates the audience and leaves them mesmerised.

The HOLO show, a brainchild of Prydz, is not just a concert—it’s a journey into a ‘hyper-immersive’ world for the audience; where music and 3D holographic projections come together in perfect harmony. Designed to elevate the live performance experience to a new level, the HOLO concept has garnered a reputation as one of the most technologically advanced productions in the electronic music industry. The show’s reputation precedes it, with past performances at major festivals and prestigious venues leaving fans and critics alike in awe. Bringing this spectacle to Dubai, the innovation hub of the Middle East, was a major milestone—not only for Prydz but also for the region’s music and entertainment landscape.

Held on 18 October 2024 as the closing show for GITEX GLOBAL, the world’s leading tech and start-up event, the HOLO concert took place at the Expo City Arena, a venue synonymous with Dubai’s commitment to futuristic innovation. In collaboration with Sónar, the iconic music and creativity festival, the Dubai edition of HOLO promised and delivered a show like no other, marking the first time Prydz’s mesmerising creation was experienced in the Middle East. This concert, enjoyed by over 18,000 fans, stood out not just for the music but for its remarkable production quality—a perfect blend of sound, light, and visual technology.

And needless to say, the team of technical experts at Artes worked tirelessly to ensuring that every element worked together flawlessly to deliver the truly immersive experience that HOLO is known for.

Crafting A Superlative Audio Experience

Audio plays a crucial role in Eric Prydz’s performances, where every sonic detail must be heard with clarity and precision. To meet these high expectations, Artes deployed a state-of-the-art Meyer Sound audio system – the core of which was the newly acquired PANTHER line arrays – one of the most advanced speaker systems on the market, known for its combination of power and finesse.

A total of 36 units of PANTHER-L line array loudspeakers combined with 4 units of PANTHER-W line array loudspeakers adorned the stage as the primary PA system, arranged in stereo line array hangs that provided a wide and even sound coverage throughout the venue. Complementing these were 9 units of the 2100-LFC subs flown on each side of the stage in a cardioid configuration and 20 units of 700-HP subwoofers ground-stacked in a central arc – which together worked flawlessly in delivering deep and powerful low-frequency fidelity that resonated through the crowd.

Front-fill reinforcement was handled by 6 units of the ULTRA X-40 wide-coverage loudspeakers, ensuring that those closest to the stage received the same crystal-clear sound as those at the back. Additionally, out-fill areas were served by 16 units of MILO high-output, four-way loudspeakers, and delay coverage was handled by 16 units of MICA line array loudspeakers, ensuring that every corner of the venue was enveloped in Prydz’s meticulously crafted soundscapes. At the Front of House, two DiGiCo Quantum 338 consoles worked in tandem—one as a primary console and the other as a backup—offering an unparalleled mix control interface with Rupert Neve Portico II Master Buss processors adding sonic warmth and clarity.

System management and tuning were facilitated by 6 units of Meyer Sound Galileo GALAXY 816 network processors, with a dedicated Galileo Callisto 616 for managing DJ booth monitors. The incorporation of the Milan AVB network protocol was pivotal, showcasing the latest in digital audio transport technology, which allowed for seamless communication between all audio elements and ensured a flawless audio experience. 

An Unmatched Visual Feast: Immersive 3D Holograms + Spectacular Light Displays

While the sound provided the foundation of the show, the visual extravaganza is what truly created the awe-inspiring atmosphere.

In the case of HOLO, this meant transforming the stage into a living, breathing 3D holographic environment. And the centrepiece of this visual extravaganza was a massive 24m x 11m main screen created using Esdlumen 4.8mm LED panels, with an additional transparent screen—24m x 11m in size—suspended in front, made from INFiLED Titan X8. This layering of screens allowed Prydz’s team to create the stunning 3D holographic visuals that HOLO is famous for, projecting breathtaking illusions that seemed to float above the crowd.

Flanking the central stage were additional IMAG (Image Magnification) screens, constructed with Titan X8 LED panels, each measuring 10m x 11m. These screens ensured that every spectator, no matter how far from the stage, could witness the magic of the 3D visuals up close, a hallmark of HOLO shows. The LED screens acted as canvases for Prydz’s team to paint with dazzling animations that synchronised perfectly with the music, creating a synesthetic experience where sight and sound became one.

Lighting and lasers played an equally important role in crafting the concert’s otherworldly feel. The rig featured 46 units of Robe MegaPointes, 50 units of Claypaky Tambora Batten Squares, 52 units of GLP JDC1s, and 44 units of ACME Pixel Line IPs. The show also utilised 30 units of P10s, 6 units of P5s, and 40 units of RGBW LED Par fixtures to create a layered lighting experience that ebbed and flowed with the beats of the music. Each lighting fixture was meticulously programmed to enhance the 3D effect of the holographic projections, shifting the audience’s perception of depth and space.

Audience engagement was further amplified by atmospheric and special effects. The audience towers were lined with 90 Martin VDO Sceptron 10s and 80 Claypaky Stormy CCs, adding sparkle and motion, while 14 RGB lasers, positioned on Wahlberg Winches, punctuated the visuals with sharp, vivid beams that danced across the venue. To create the right atmosphere, a selection of Antari hazers—HZ-1000, HZ-500, and HZ-350—along with 8 Look Solutions Viper 2.6 fog generators, were used to fill the space with a delicate mist, enhancing the visibility of the lasers and adding to the ethereal ambiance.

Challenges, Execution, and the Triumph of Teamwork

Pulling off a concert of this scale, with such technical sophistication, is no small feat, and the succhttps://www.looksolutions.com/essful execution was a result of meticulous planning and flawless teamwork. Artes Events LLC, alongside other solution providers such as ASE (handling the staging and roof structure) and ES-ME (tasked with rigging), worked in perfect harmony to ensure that every element was in place despite a tight setup window. Communication between the different teams was a crucial factor, ensuring that the concert’s complex infrastructure came together seamlessly, meeting the high expectations of Prydz’s production team and the festival organisers.

With production perfection as the ultimate goal, it was crucial for the Heads of Departments (HODs) to step up, as Ernest explains, ” Teamwork was essential to our success. We took a collaborative approach by dividing the project into individual disciplines. Each HOD was responsible for finding solutions that not only worked within their own area but also supported the project as a whole. Everyone was motivated and empowered to do what was necessary to push the project through to completion. The ARTES Events, AES Engineering team, and ES-ME maintained excellent communication throughout the process, ensuring everything came together safely and efficiently. Despite the tight timeline, all parties worked seamlessly to meet the client’s deadlines. The successful completion of the project on time and without delay was incredibly satisfying, especially with such a short window for setup before other suppliers arrived.”

The HOLO show in Dubai not only showcased the capabilities of the technical teams involved but also underscored Eric Prydz’s commitment to delivering a flawless experience. Every detail, from the position of the loudspeakers to the precision of the light beams, was scrutinised to ensure that the audience was fully immersed in the world of HOLO. The success of the event was a testament to the skill and dedication of everyone involved, from the engineers handling the sound and light design to the technicians executing the setup on site.

A New Benchmark for Electronic Music Performances

Eric Prydz’s 3D HOLO concert in Dubai was more than just another electronic music show—it was a statement. It was a demonstration of how far technology has come in enabling artists to present their visions in ways previously unimaginable. The show at Expo City Arena was a landmark event, raising the bar for live electronic performances not just in the Middle East but globally. The marriage of Prydz’s signature progressive sound with stunning visual technology has set a new standard for what audiences can expect from a concert experience.

“Looking back on the project, while we’re thrilled with the successful delivery of the event, our focus has always been on the bigger picture. Of course, we wanted to make this event the best it could be for both the client and the audience, but I’m also thinking about the future. I believe each project plays a key role in shaping the direction of the company, helping us grow and evolve. It’s about showcasing our capabilities, setting a standard for what we can achieve, and building a foundation for the opportunities to come” comments Ernest.

As Eric Prydz continues to explore new frontiers in music and technology, one thing is clear—the HOLO concept has established itself as the pinnacle of what is possible when creativity, technology, and meticulous planning converge. With Dubai now added to the list of cities that have witnessed this extraordinary show, fans worldwide can only anticipate what comes next from this visionary artist. The 3D HOLO concert in Dubai will undoubtedly be remembered as a landmark achievement in the history of live electronic music, a showcase of the power of technology to elevate and transform the concert experience, leaving audiences and critics alike eager for the next chapter in Eric Prydz’s ongoing journey of innovation.