RINGSIDE ACTION - PROLINE and PRO LAB have teamed up to deliver an immersive wrestling experience at the WWE Super Dome
One of the major highlights of this year’s Riyadh Season was the addition of the world’s first WWE Experience at Boulevard World, a unique endeavour that allows fans to witness the sights, sounds and storylines of WWE and its iconic superstars by interacting with various exhibits and photo opportunities.
Centred around the WWE Super Dome, an immersive arena where fans can get a taste of the excitement of being ringside, the entertainment venue also features a one-of-a-kind WWE retail experience highlighting the history of the brand and a “backstage” area where fans get to create their very own character and become a WWE star. The wrestling conglomerate has enjoyed strong popularity in Saudi, and this new experience drew large crowds throughout Riyadh Season.
Creatively bringing the exhibits to life required a healthy dose of technology to meet visitor expectations. As you can imagine, the aesthetic presented is paramount to the venue’s success. It’s for this reason that the client SELA called on the services of PROLINE International to assist with the AV design and integration.
Founded back in 2007, PROLINE has become well-regarded locally for its design expertise and execution working on some of the most prestigious and largest entertainment events, fit-outs and architectural structures, both permanent and temporary. Having expanded its presence significantly in 2020, the company now enjoys a strong base in Lebanon, Saudi Arabia and Equatorial Guinea. The post-pandemic world has also been highly favourable, seeing its team carry key aspects of Riyadh Boulevard in 2021/2022, Square 2020, the Yacht Club Jeddah, MDLBeast, Daraa, Al Athria, City Walk Jeddah, SELA’s offices and many of the “countries” making up Boulevard World, such as Italy, Japan and Thailand.
“Our team excels at transforming creative designs into tangible reality in record time, and we’ve distinguished ourselves by our fast project execution,” explained PROLINE chief operating officer Pascal Bougi. “Given that this would be the very first WWE Experience in the world, we were called in to create an immersive solution to fully engages visitors, making them feel as though they are part of the action in a real WWE ring. Everything, however, had to be completed on an incredibly tight timeframe. The span from initial setup to completion was little more than six weeks.”
Given PROLINE’s reliance on thorough planning at the outset of a project, the short installation timespan given for WWE actually played into its hands. “By meticulously planning each step, we not only ensure precise execution, but are also able to minimise the time required onsite and better mitigate material constraints. The visual solution we designed was distinctive in its ability to engage visitors,” Bougi furthers. “Key to this were the 360° displays and kinetic screens, which surrounded the audience with dynamic visuals. Additionally, holograms were created to enhance the atmosphere and produce lifelike crowd interactions.”
Hanging over the centre of the ring, the main in-the-round display is constructed from a pair of 3m-wide Prolights Ph6 curved LEDs measuring 4.8m in length and mounted in a circular configuration. This augments an impressive 70m x 5m backdrop formed from 325 Prolights Ph4 indoor LED panels. Three large LED screens form the backstage area and are also constructed from Ph6 curved LEDs each measuring approximately 6m x 5m. A variety of digital signage screens are dotted throughout the experience either providing background knowledge on WWE and its wrestlers or as media content to increase engagement. Pixlab’s PIXI-3001 platform serves as a one-stop management solution for all of the screens.
Beyond the proliferation of breakout screens and digital exhibits, a heavily effects-laden lighting design was crafted. More than 500 Prolights luminaires were called on to create this element, including a large number of EclProfile CT+ ellipsoidals fitted with different zoom and gobo holders depending on usage, as well as an abundance of StudioCob FCs, EclMiniFresnel FCs, EclPendant FCs, EclProfile FSs and EclDisplay DATFCs. A pair of the Mosaico FX100 100W white source LED IP66 image projectors from the Italian manufacturer’s Architectural series were also called upon, in addition to Astra Profile600IP waterproofed IP65 profiles used to accentuate the building exterior. Three Panasonic AW-UE100 PTZ cameras, seven Panasonic PT-CMZ50 laser projectors and two Panasonic PT-RZ120 Solid Shine 12,000-lumen laser projectors were also specified as part of the setup.
PROLINE strategically integrated the majority of the lighting fixtures at the WWE wrestlers’ entrance to replicate the dramatic effects experienced by the wrestlers as they make their way to the ring. The design aimed to recreate the excitement and intensity of their grand entrances, providing an authentic experience for attendees. Despite the complexity of integrating all the fixtures into what is a relatively compact space, it was actually the timely supply of the equipment and other materials that initially gave PROLINE its biggest headache.
“Our greatest challenge was sourcing the extensive range of lighting and visual fixtures required for such an ambitious setup, particularly within the Saudi market,” the COO recalls. “Given local limitations and tight production schedules, which didn’t allow for any delays, we had no choice but to search globally for reputable suppliers. PRO LAB played a crucial role in connecting us with top-tier companies around the world, ensuring we could acquire the high-quality equipment we needed to make the project a success at short notice.”
Many of the brands that PRO LAB is a flag bearer for therefore became vital to create the experience. “The WWE Experience is an example of how technology, combined with human insight and creativity, can create truly immersive and unforgettable experiences,” notes PRO LAB CEO Rami Haber. “We understood that this project required more than state-of-the-art visual and lighting solutions – it demanded a deep understanding of how these technologies could evoke the passion and energy of WWE fans. By integrating cutting-edge AVL systems with a dynamic lighting design and video distribution, we were able to craft a space where every sound, light and visual element worked in harmony to create an emotionally resonant experience.”
Given the venue’s early success, the immersive experience created by PROLINE and PRO LAB has clearly struck a chord with visitors. “While it wasn’t without challenges, we couldn't be happier with the results,” Bougi reflects. “SELA is also exceptionally pleased with the outcome and we were commended for our ability to overcome challenges and obstacles, maintain strong cooperation with both the client and the consultant, Clinton Hughey-Trueman, who is the creator of immersive designs at Thinkwell Group, and meet all requirements from the project’s inception to completion, all within the scheduled timeframe. We would like to extend a huge thanks to SELA for trusting us to accomplish this project in the best way possible.”