SeaWorld “Jewels of the Sea” Jellyfish Experience Case Study
AVI-SPL creates an immersive, eco-friendly jellyfish encounter with experiential AV
Organization
SeaWorld
Location
San Diego, CA, USA
Market
Theme Park and Entertainment
Solutions
DigiLED, Q-SYS
SeaWorld, a global leader in marine-life theme park experiences, wanted to connect guests to animals in new ways. With AVI-SPL’s assistance, they are doing just that with jellyfish.
When tasked with crafting a new animal exhibit, a first in some time, creatives knew it must be captivating, mysterious, and exceed parkgoer expectations.
“We knew that this had to be something people hadn’t seen before, and really kind of pushed the envelope,” said Nick Pelisek, United Parks Creative Development Manager. “And we determined that there was a lot of room to push the envelope and innovate with jellyfish.”
The vision: A “first-of-its-kind” sensory-rich jellyfish adventure
SeaWorld’s mission was to educate and build intrigue on the elusive and fascinating jellyfish.
After studying numerous jellyfish exhibits, SeaWorld envisioned an environment that would take guests on a surreal jellyfish journey.
The team’s vision centered on creating an interactive passage through the ocean, featuring numerous jellyfish along the way.
But SeaWorld creatives wanted more than just another walkthrough exhibit. The team aimed to create a space that made guests participants at every stage of the jellyfish ecosystem.
Pelisek crafted an exhibit composed of three distinct galleries, each featuring unique visual style, lighting, soundscapes, and live jellyfish habitats.
Visitors explore jellyfish in glowing tanks, each with unique lighting.
Guests can touch a sphere-shaped aquarium, walk beneath a transparent archway filled with drifting jellyfish, and gaze at giant jellyfish replicas floating overhead.
Pelisek explained, “We wanted to create an environment that took you on a journey with the jellyfish and used all those pieces and more to tell a story.”
The “and more” meant leveraging audio and lighting to quickly set the mood and video in its Medusa Gallery to excite, educate, and spur curiosity. That’s where AVI-SPL stepped in.
Building audience excitement and curiosity
AVI-SPL and XTG, AVI-SPL’s Experience Technology Group, crafted a layered audio and visual solution that flows through every unique scene in the exhibit.
Guests move through each scene guided by seamless audio
Our experts integrated audio throughout the space, drawing guests into a captivating soundscape.
The soundscape hones guest energy to draw attention to vibrant jellyfish moving through the ocean.
All-encompassing eco-friendly video wall to educate and mesmerize
The experience culminates in the stunning Medusa Gallery. AVI-SPL designed and deployed curved floor-to-ceiling video walls to create a 360-degree jellyfish and oceanic crescendo.
A key factor in selecting the video wall was its experiential impact on parkgoers. But most importantly, AVI-SPL and SeaWorld wanted to protect the jellyfish.
Digital displays typically emit heat and consume significant power, even when idle.
To shield the jellyfish and reduce energy use, AVI-SPL selected the digiLED ZEUS system. This energy-efficient, low-heat display delivers the truest colors of the deep sea.
The 360-degree wall design surrounds visitors in ocean life, while to maintaining a cool temperature to safeguard the animals.
XTG masterfully merged circular jellyfish aquariums with the curved video wall. The digiLED ZEUS flows seamlessly from the floor, up the room’s walls, and curves elegantly to encompass the entire ceiling.
A synchronized audio, video, and lighting experience
At the heart of the audiovisual marvel is a Q-SYS Core110 with a wall-mounted touch panel to access and manage the system.
The Core110 controls multiple audio zones and jellyfish tank lighting. Additionally, the system allows SeaWorld to interrupt or override programming as needed.
Creative collaboration delivers a stunning, sensory-enriching environment
AVI-SPL worked closely with SeaWorld to streamline integration and uphold animal welfare standards.
“This project took seamless coordination before and during installation,” said Pelisek. “AVI-SPL’s hands-on approach to ensuring every aspect of the space was just right gave us time and flexibility to pivot with cabinet and aquarium needs and ensure programming flowed. It all worked out very nicely.”
A captivating experience that creates a benchmark for themed entertainment
The AVI-SPL XTG team crafted an enchanting experience that seamlessly blends audiovisual magic with marine life. This “first-of-its-kind” transformation changes how guests interact with jellyfish at SeaWorld San Diego.
The experience opened to the public in March 2025! And excitement for the environment only continues to grow.
“Guest response has been very positive,” said Pelisek. “I can’t think of many animal attractions in our parks that people are queuing to see. People are lingering, especially in gallery three, with the video experience. It’s capturing and holding people’s attention.”
The overwhelming positive response to “Jewels of the Sea” is sparking new collaborations between AVI-SPL and SeaWorld.
If you’re ready to transform your entertainment attractions with immersive AV that captivates and motivates audiences, contact us today!
Our passionate XTG team is here to ensure that your vision is not just a dream but an exciting reality! Together, let’s spark curiosity and explore the endless possibilities for what lies ahead in your spaces.
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