Stage Precision, a software and hardware platform developer that bridges technology and creativity, has shared details of a recent project at DT51 Xi’an. This upscale shopping mall and lifestyle destination opened in China’s Yanta District in late 2025, bringing the region’s youth a new retail experience.
Designed to blend luxury shopping and immersive art, DT51 puts customer experience first. Xi’an DuWu WuYan Cultural Industry Co., Ltd., a cultural events and exhibitions specialist, chose DT51 to house an interactive art installation curated by bright! studios, transforming retail into a community-focused experience.
Stage Precision’s SPGrid platform provides intuitive control of the multimedia system.
bright! had previously made a fixed projection installation for Xi’an DuWu WuYan Cultural Industry Co. in 2016. Following this, the company asked the virtual production and digital design studio to create an immersive display as the mall’s main attraction.
“They reached out in late 2019, wanting to collaborate on a new immersive project,” says Thomas Giegerich, managing director at bright! studios. “At the time there was no set idea or theme for the installation. They wanted us to come up with the concept together.”
Syncing different elements
The project began with a shopping mall that needed reactivation to draw in new customers.
“I was invited to visit China and take a tour of the original venue so we could start brainstorming ideas,” Giegerich continues. Though the creative direction was undecided, the goal was clear: create a meaningful experience that brings customers together.
“Our goal was to present a visual showcase that would enhance the traditional retail environment, drawing visitors together and encouraging social interaction.”
Initial concept discussions began in late 2019, but the COVID-19 pandemic stalled development and prompted several project changes.
The installation at DT51 Xi’an features many different elements, all synced by Stage Precision’s SP Grid
“During this time, the location was changed to the newly opened DT51 Xi’an mall. We eventually landed on the idea of creating a galaxy-like structure that would tell the story of the solar system and Earth’s creation before diving into the cultural history of the Shaanxi Province.”
LED surfaces, lighting, audio, kinetic elements, and digital content had to work in sync. Stage Precision’s SP Grid served as the installation’s technical core, integrating every element into a unified multimedia show.
“We've used SP Grid in a variety of our projects to help manage and control complex AVLM systems,” says Leon Herche, project lead at bright!.
“It’s an efficient tool for multimedia installations such as this, so it was always going to play a crucial role in this project.”
Bringing a story to life
DT51’s multi-storey atrium hosts the interactive show, featuring four large metal rings suspended from the ceiling and orbiting like planets.
“Due to the 360-degree nature of the show, both the inside and outside surfaces of the rings needed to display the visual content,” explains Giegerich.
“The easiest way to do this was using mirrored surfaces to reflect the galaxy visuals from the LED screens. The rings move up and down and can be positioned at different angles, with each ring split into two separate elements to allow maximum flexibility. This kinetic movement and synchronisation play an essential role in the show’s dynamic storytelling.”
Although the orbiting rings create a striking focal point, bright! added LED screens and strip lighting to the atrium’s multi-storey perimeter walls, creating a backdrop.
Ceiling-mounted LEDs add depth between the rings and perimeter displays, enhancing the solar system-inspired visuals.
As the show begins, the mall atrium becomes a galaxy, taking viewers from the solar system’s birth and life’s emergence to the region’s cultural heritage and modern Xi’an.
The installation serves as both entertainment and advertising at DT51 Xi’an
“A key draw of the show is the interactive moments between the audience and the visuals,” says Giegerich.
“Inside the rings between the LED surfaces, cameras are directed at specific audience participation zones. Here, visitors can directly interact with the content, becoming part of the show as their image is woven into the visuals.”
SP Grid brought together the lighting, visual content, cameras, kinetic movement, and audio.
“We primarily used SP Grid as the central control platform where the media server timeline, kinetic timeline, light show, and audio elements were integrated into one connected workflow,” says Herche. Using real-time data processing, SP Grid continuously monitors, synchronises, and controls every element through a unified system.
“As the show is controlled by mall staff, it was essential that the system could be operated with minimal training or expertise. Within SP Grid, we developed a user-friendly interface that allows non-technical users to control multiple technical elements across media playback, audio playback, and kinetic systems – all displayed as one control environment.”
Facility staff can use SP Grid to trigger show elements, manage daily playback, and test visual and kinetic components, identifying and resolving issues.
“SP Grid makes complex systems feel intuitive, providing non-technical users with a simple way to operate sophisticated multimedia installations.”
A multipurpose installation
Beyond its role as an interactive showcase, the installation now serves as one of the mall’s main advertising platforms.
“The rings serve as a multipurpose installation,” says Giegerich. “They can gather together into a static configuration and display sponsored advertising. Therefore, the multipurpose installation removed the need for additional infrastructure without limiting advertising potential.
“The truly inspiring thing about this installation was how we brought so many moving parts together to create one coherent storytelling experience. LED surfaces, kinetic movement, interactive cameras, lighting, audio, and digital content form an evolving structure that shapes the identity of the mall."
For DT51 Xi’an, the installation is more than a visual focal point; it represents retail’s shift towards more immersive experiences. Today, people seek memorable moments, not just transactions. bright!’s installation invites visitors to pause, engage, and connect with the surrounding community.
Created using SP Grid, it combines visual appeal with the practical needs of daily operations. It also encourages visitors to spend more time at the mall and experience it as a destination in its own right.
Stage Precision also recently shared that its control platform, SP Grid, has been deployed at the immersive dining experience Eatrenalin at Europa-Park Resort in Germany.
