Dubai’s hospitality scene has become so saturated that embarking on a successful venture these days demands more than an attractive venue. Ambience is now key, and audio plays a critical role in shaping the guest experience. For Escobar, a Latin-inspired bar and lounge with outposts on Palm Jumeirah and at One Central, that meant rethinking its sound system from the ground up. Tasked with delivering a solution that matched both performance expectations and aesthetic requirements, Maktabi Tech designed and installed new L-Acoustics sound reinforcement solutions at both venues – marking the Saudi integrator’s first major hospitality projects since branching into the UAE.

“The Palm Jumeirah venue was already open and operational, but they’d outgrown the original system,” explains Dominic Chambers, who heads the integrator’s newly formed Dubai division. “It was originally designed for light background music, but as the venue got busier, the owners needed something that could handle more dynamic content. They came to us looking for a complete change and were happy to trust us based on our proven success in the Kingdom.”

Working within the constraints of the existing infrastructure, Maktabi Tech repurposed the existing cabling, deploying eight L-Acoustics X8 point-source loudspeakers as front L-R and surround fills, supported by four SB15 subwoofers. LA4X amplifiers handle the power, while control is managed via a Q-SYS Core 8 Flex integrated with the venue’s fire alarm system, with processing handled at the amplifier level.

Despite the modest scale, the results were immediate. “They’ve now got what’s probably the best-sounding system on that stretch of beach for a venue of that size,” says Chambers. “The sound is clear, powerful and immersive without being overpowering – exactly what you want in a barlounge that bridges dinner and nightlife.”

Encouraged by the results, Escobar’s management brought the integrator on board for its second venue at One Central, located near Dubai World Trade Centre. This time, the team was involved from shell and core, with complete control over AV design. Again, L-Acoustics was selected, but with the X8i install version of the loudspeaker.

“We opted for the X8i this time, which is the install version of the touring X8. The X8 wasn’t available with the short lead time for the Palm deployment,” notes Chambers. “One Central is a much narrower venue, with a bar that stretches round the corner and seating along the external perimeter. There were concerns over audio leakage, so we agreed to position the X8is along the perimeter pointing inwards. It wasn’t optimal, but it was the best compromise given venue requests and a difficult ceiling space.”

The setup again included SB15 subs, LA4X amplifiers and Q-SYS Core 8 Flex. Bose mushroom-style speakers were also deployed for the terrace, where architectural constraints made other options unfeasible. “As a new build, we were fortunate to have full control over the infrastructure at One Central,” adds Chambers. “That allowed a more tailored approach, while maintaining brand consistency between the two venues.”

The decision to standardise on L-Acoustics was a collaborative one. Listening sessions were arranged at distributor NMK Electronics’ Dubai facility. “When clients hear the difference for themselves, it removes the guesswork,” says Chambers. “L-Acoustics can carry a perception of being expensive but, when you compare like-for-like, especially with newer compact models, the gap isn’t as wide as people think. And the quality often means you need fewer speakers, which balances out the cost.”

Q-SYS was again used for control and integration, including emergency muting tied into the fire alarm. “It’s a clean, modern install,” Chambers continues. “But we were careful not to overcomplicate things. Simplicity is crucial in hospitality – staff need to operate the system quickly and intuitively. The venue is controlled with an iPad on the local network using a custom UCI we built. It lets the team move through the venue adjusting volume as needed. Sometimes, you only know how loud something should be when you’re in front of the speaker.”

While the two venues differ in layout, both share a common design philosophy: delivering a polished, premium AV experience that supports the brand’s identity and future growth. For Maktabi Tech, these projects mark a significant milestone. “They’re not huge installs, but they’re exactly the kind of reference projects that demonstrate our capability,” says Chambers. “High-quality, detaildriven, client-focused work that speaks for itself.”

The Escobar venues also play a strategic role in positioning the company as a contender in the UAE’s next wave of AV upgrades. While many regional integrators have turned their focus to Saudi Arabia in recent years, Chambers believes that shift has created a gap in the UAE market. “A lot of the major entertainment venues here were built 10–15 years ago and haven’t had significant AV upgrades since,” he notes. “Those systems are now at the end of their life. At the same time, there’s a renewed appetite among operators to refresh their offering and differentiate with technology. That’s the opportunity we’re going after.”

Maktabi Tech’s approach is not limited to AV. The Dubai office is part of a wider plan to offer full-service solutions encompassing design, integration, content creation and long-term maintenance. “Rather than just coming in to hang some speakers and then leaving,” says Chambers, “we’re focused on relationships, training and rapid support. If something goes wrong, we’ll have a technician onsite within the hour. That level of service is still rare in the market.”

The company’s work in Saudi has also shaped its UAE strategy. “In Saudi, we’ve delivered everything from government boardrooms to visitor management platforms integrated with catering and access control,” says Chambers. “That integrated thinking – where AV, ICT and building operations overlap – is now what more UAE clients are beginning to ask for.”

While the integrator is keeping future project details under wraps, Chambers hints at several large-scale developments in the pipeline, including entertainment, hospitality and events. “Escobar is only the beginning,” he says. “We’ve got some exciting things coming up that we think will really make a statement about who we are and what we can deliver.”