Vecomp Theatre: Redefining the Corporate Event Experience with Panasonic Projection

Transforming a Traditional Training Room into an Immersive Experience

When Vecomp Spa Società Benefit, a Certified B Corporation® — a Verona-based ICT and software solutions company — first created its in-house “Vecomp Academy” in 2015, the aim was simple: to offer a professional space for training accountants, labour consultants, lawyers, and SMEs on business management and digital transformation.

The original room was a typical corporate training setup — a rectangular space with 90 seats facing a short wall, a 6–7 metre screen, and a single projector.

Over time, the Academy’s role grew beyond simple training. The demand for seminars increased, particularly after the introduction of electronic invoicing courses, filling the room beyond capacity. “We started to notice a problem,” recalls Massimo Sbardelaro, President of Vecomp. “Participants at the back of the room struggled to see the software details on screen. We were showing live applications, not just slides — and the small fonts made it difficult for everyone to follow.”

Temporary fixes such as secondary monitors only partially solved the issue. A technical fault during one of these sessions became, unexpectedly, the spark for a radical redesign. “It made me realise we needed something completely new — an environment that reflected who we are today: modern, technologically advanced, and focused on user experience,” Sbardelaro adds.

The original room was a typical corporate training setup — a rectangular space with 90 seats facing a short wall, a 6–7 metre screen, and a single projector.

The Solution: A Complete Redesign and an Immersive Visual Environment

The turning point came when Sbardelaro visited an event showcasing the relationship between technology and design. “I was fascinated by the immersive setup of the space,” he recalls. “That experience convinced me to bring the same sense of wonder to Vecomp.”

That inspiration led to a collaboration with Media&tech, a Verona-based company specialising in AV integration and content management systems. Moreno Stornelli, CEO of Media&tech, became a key partner in reimagining what would later become Vecomp Theatre.

The first and most radical change was physical: rotating the entire room by 90 degrees. The long wall — now 18 metres wide and 3 metres high — became the new projection surface. This transformation brought the audience closer to the presenters and created a panoramic visual field, turning passive viewing into active participation.

"We literally changed the perspective. By rotating the room 90 degrees, we shortened the distance between the audience and the content. That proximity makes people feel part of the story. "

To further enhance this effect, the space was extended by reclaiming adjacent external parking space, expanding capacity from 90 to 150 seats. The suspended ceiling was removed to increase height, and the atmosphere was carefully balanced between comfort, clarity, and spectacle.

"This isn’t just about visibility. A horizontal room layout creates a new kind of communication between the presenter and the audience. Even in a simple accounting course, when you can look directly into each person’s eyes across a wide 18-metre screen, the level of engagement becomes completely different."

Technology Used: Panasonic PT-REQ12 and M-Frame Pro Ultra

At the heart of Vecomp Theatre lies an advanced edge-blending projection system that defines its immersive quality. Four Panasonic PT-REQ12 4K laser projectors — each delivering 12,000 lumens — create a seamless 18 × 3 metre image across the entire long wall. In total, the installation produces nearly 50,000 lumens of brightness, enveloping the audience in vibrant, detailed visuals.

Each projector is equipped with Panasonic ET-C1U100 ultra-short-throw lenses, allowing installation just 1.4 metres from the screen. This configuration completely eliminates shadows — even when presenters move as close as 30 centimetres from the projection surface — while maintaining crisp, distortion-free clarity. “The ability to walk freely in front of the screen without interrupting the image changes everything for presenters,” explains Emanuele Scapini, Vecomp’s Head of Facility and AV Operations.

Behind the scenes, content management and environmental control are handled by the Media&tech M-Frame Pro Ultra system — a professional media processor featuring 4K inputs and outputs, housed in a compact 2U rack. It manages not only video but also lighting, audio levels, and microphone control, all accessible via a simple iPad interface.

"The system is extremely intuitive. Through an app, we can manage projection layouts, lighting colours, audio levels, and even synchronise the room’s lights with the dominant tones of the content on screen. It’s so straightforward that even someone without technical experience can manage an entire event from a tablet."

Brilliance, Depth and Reliability

The PT-REQ12’s 1-DLP™ laser technology ensures outstanding colour uniformity, deep blacks, and long-term consistency — all essential in an environment where precision and reliability are paramount.

Moreno Stornelli explains why these models were selected after extensive testing:

“We wanted Vecomp’s visitors to feel emotion, not just see an image. The PT-REQ12 offers deep, even blacks and exceptional colour fidelity. Its 12,000-lumen brightness delivers a truly brilliant projection, ensuring that every event is memorable. The user experience was our ultimate goal — to make people leave the room inspired and impressed.”

The new installation represents a threefold increase in brightness compared to the previous system. “The jump in quality was astonishing,” adds Scapini. “During initial tests, even before installing the short-throw lenses, the brightness exceeded expectations. The clarity and colour consistency were simply perfect.”

Panasonic’s durable laser engine guarantees 20,000 hours of maintenance-free operation at full power, making it a long-term investment in performance and sustainability.

An Effortless User Experience

While the visual impact is striking, what truly defines Vecomp Theatre is its simplicity. The M-Frame Pro Ultra system ensures that even complex configurations — such as multiple content windows or live remote feeds — can be handled smoothly.

Scapini emphasises that this ease of use transforms the way Vecomp communicates:

“Thanks to the new system, we can manage the entire room autonomously. During events, I can switch content layouts, adjust the mood lighting, or fine-tune audio levels directly from the tablet. The interface is designed for people, not technicians.”

This simplicity has redefined how Vecomp hosts its events. From corporate presentations to live storytelling sessions and hybrid meetings, everything can be controlled with a few taps. The immersive visuals and synchronised lighting create a sense of presence and emotion that captivates participants — turning standard presentations into experiences.

From Academy to Theatre: A New Way to Communicate

The transformation from Vecomp Academy to Vecomp Theatre is more than a change of name. It marks a shift from purely educational purposes to a multifunctional, emotionally engaging venue capable of hosting a wide variety of corporate and cultural events.

“We haven’t officially launched the Theatre yet,” says Massimo Sbardelaro, “but the reactions have been extraordinary. Clients, partners, and visitors often compliment us on the space. It’s no longer just a training room — it’s a place that communicates who we are and what we believe in: innovation, quality, and passion.”

The Theatre has already become a reference point for local businesses and professionals in Verona, offering a stage for speakers, journalists, and opinion leaders to share their ideas.

“The name ‘Theatre’ expresses this evolution,” Sbardelaro explains. “An Academy is about teaching — a Theatre is about emotion and storytelling. That’s what we wanted to achieve.”

The Partner’s Vision

For Moreno Stornelli, the project also represents a broader vision of how immersive environments can enhance human connection:

“At Media&tech, we never start by talking about technology — we start by showing experiences. Our goal is to let clients feel what it’s like to be inside a space like this. That’s what creates belief and excitement. Together with Panasonic, we’ve developed a turnkey solution format — called Panoramia — that enables other partners to replicate this kind of immersive, easy-to-use environment.”

This turnkey model, adaptable from 5 to 18 metres in width, empowers integrators to create their own “rotated rooms” — spaces where the long wall becomes a panoramic, emotional canvas.

A Partnership Built on Vision

Stefano Tura, Partner Account Manager at Panasonic Connect Europe, highlights the importance of Vecomp’s forward-thinking approach:

“We’re extremely proud to have collaborated with Vecomp and Media&tech on this project. What Vecomp achieved here goes far beyond a technological upgrade — it’s a transformation in how people experience and share ideas. Their courage to completely reimagine the room layout and embrace immersive projection is a perfect example of how vision and innovation come together.”

Tura also points out that the PT-REQ12’s performance delivers an image quality that, in his words, “rivals LED technology while maintaining the flexibility and creative potential of projection.”

The Result: A Truly Immersive, Emotionally Engaging Space

Today, Vecomp Theatre stands as a benchmark for immersive corporate environments — a space where cutting-edge projection, elegant design, and intuitive control come together to create memorable experiences.

From a technical perspective, the system’s stability and brightness ensure long-term reliability. From a human perspective, it delivers what technology alone cannot: emotion, inspiration, and connection.

For Vecomp, this transformation has not only enhanced how they communicate — it has redefined what a corporate space can be.

"Visitors to the Vecomp Theatre don’t just attend an event — they enjoy a unique, immersive experience that leaves a lasting impression."

Video Case Study

Vecomp Theatre · Verona, Italy

A traditional room reinvented into an immersive venue for events, training, and conferences — stunning every audience that walks in.

“It’s no longer just a room — it’s where ideas come alive.”

Key Technologies Used:

4 × Panasonic PT-REQ12 4K 1-DLP™ Laser Projectors (12,000 lumens each)
4 × Panasonic ET-C1U100 Ultra-Short-Throw Lenses
Media&tech M-Frame Pro Ultra Media Processor (4 × 4K inputs / outputs)
Panasonic PTZ cameras

Full control via tablet: audio, video, lighting and microphone management.