The museum installation presented an impossible audio challenge: three interactive exhibits within twenty feet of each other, each requiring distinct soundtracks, in an open gallery where conventional speakers would create incomprehensible cacophony. The solution involved directional speakers that projected sound in tight beams, creating acoustic zones where visitors could hear one exhibit clearly while standing just feet from another playing completely different content. This parametric audio technology, once exotic and expensive, has matured into a practical tool that’s reshaping how events and installations approach spatial audio challenges in 2026.
How Directional Sound Works
Traditional speakers radiate sound in expanding patterns that fill rooms indiscriminately. Parametric speakers use ultrasonic carrier frequencies to create highly directional audio beams. Manufacturers like Holosonics (makers of the Audio Spotlight), Focusonics, and Ultrasonic Audio Technologies produce systems that focus sound into beams as narrow as 15-30 degrees. Standing within the beam, listeners hear clear audio; stepping outside it, sound nearly disappears. The effect seems almost magical—audio that exists in specific locations rather than filling space.
The physics involves nonlinear acoustic effects where ultrasonic frequencies interact with air to create audible sound. The ultrasonic carrier, inaudible to humans, demodulates as it travels through air, producing the audio content embedded within it. Because ultrasonic waves naturally propagate with minimal spreading, the resulting audible sound maintains directional characteristics impossible with conventional audio. The technology emerged from military research but has found commercial applications in retail, museums, and increasingly in event production.
Event Applications Emerging
Trade show exhibits benefit dramatically from directional audio. A booth can feature video presentations with full soundtracks without contributing to the show floor noise that makes conventional audio impractical. Product demonstrations reach interested visitors without broadcasting to passersby. Multiple demo stations within a single booth operate simultaneously without interference. Companies like Samsung, Mercedes-Benz, and Microsoft have deployed directional audio at major shows, demonstrating both capability and growing acceptance.
Digital signage gains new possibilities when sound accompanies video without disturbing nearby spaces. A promotional display can include audio that reaches viewers directly in front while remaining inaudible to adjacent retail areas. Wayfinding kiosks can provide audio instructions without creating public announcements. The BrightSign and Samsung MagicINFO digital signage platforms now integrate readily with directional speaker systems, reflecting the technology’s growing mainstream adoption.
Limitations and Considerations
Directional speakers excel at speech reproduction but struggle with full-frequency music. The ultrasonic demodulation process produces limited bass response—typically rolling off below 200-300Hz. Applications requiring full-range audio need hybrid approaches combining directional midrange and high frequencies with conventional subwoofers for bass. This combination maintains directional perception for localized content while providing the visceral low-frequency impact that parametric technology alone cannot deliver.
Power requirements and coverage area affect practical deployment. Achieving adequate volume over distance requires multiple emitters or higher-powered units. The Holosonics AS-24i covers up to 30 feet effectively for speech applications, but larger spaces require additional units or alternative technologies. Cost per coverage area exceeds conventional speakers significantly, making directional audio most appropriate for applications where its unique capabilities justify the premium. As production volumes increase and technology matures, costs continue declining, expanding the range of economically viable applications.
The trend toward directional speakers reflects broader interest in personalized audio experiences and acoustic zone control. Event producers increasingly seek solutions that deliver different audio to different audiences within shared spaces. Directional technology provides capabilities that conventional approaches cannot match, solving problems that previously required architectural separation or schedule segregation. As familiarity grows and costs decrease, directional audio will likely appear in applications that seemed impractical just years ago.
