Audiovisual production for Framework’s 2026 Next Gen Event
Framework’s 2026 Next Gen Event put roughly 250 to 300 people into Dogpatch Studios, a San Francisco venue with hard masonry surfaces and very little acoustic dampening. The room already had a projector, a screen and a few speakers. It still needed a sound plan, a lighting correction, presenter microphones and a technical crew to run the show.
The in-room audiovisual work had to fit a five-position camera plan. The work started with a scout.
The venue had equipment, but it did not have a complete show system
The initial scout prevented three assumptions from reaching show day.
First, the existing stage lights were tungsten and read very yellow. Second, the venue did not include the audio and lighting technicians the client expected. Third, a couple of handheld microphones would not cover presenters who needed lavalier microphones.
The projector and screen were already in the room. Westwave AV did not need to invent a new display package; the job was to identify what the house setup could do and fill the gaps around it.
Why the stage lighting had to change
The recommendation was to replace the existing tungsten stage lights with daylight-balanced Source Four Lekos.
That choice mattered because the stage had to work for people in the room and for cameras covering close product reveals. Leaving the yellow house lights in place would have made the stage and the camera image start from the wrong color temperature.
The lighting issue was visible during the scout. That is when it was cheapest to solve.
Wider sound was better than more volume at the front
Dogpatch Studios has brick and masonry surfaces with little to absorb reflections. The venue’s few speakers could make the front rows louder, but pushing them harder would not distribute speech evenly through the room.
Westwave AV augmented the house speakers with additional cabinets placed to spread the sound across the audience. The aim was wider coverage without blasting the people nearest the front.
That is a room-design decision, not a volume setting.
The camera plan affected the AV plan
Two stationary cameras sat on risers. A roaming camera covered the room, while two pan-tilt-zoom cameras at stage left and stage right handled close product shots and audience reactions.
Framework revealed products on pedestals by pulling off their covers. The audio, stage lighting and camera positions all had to support that moment without putting crew or equipment in the audience’s way.
Luma Creative’s separate 2025 Framework livestream case study documents the earlier product announcement. Westwave AV’s scope for the 2026 Dogpatch room was sound, stage lighting, microphones and show operation.
Who ran the show
The technical team covered the room and the live program with distinct roles:
- A show caller and producer
- A technical director
- An A1 audio engineer and an AV technician
- A pan-tilt-zoom camera operator
- A graphics and vMix operator
- Three camera operators
- A production assistant
The client had expected the venue to provide audio and lighting technicians. The scout established that it did not, so those responsibilities were assigned before load-in rather than discovered during it.
If you are planning a product launch in San Francisco
Start with the room. Ask what the venue owns, which technicians are included, what the stage lights are balanced for and whether the house speakers cover the whole audience or only the front.
Then put the product-reveal moments into the run of show before the camera, microphone and lighting positions are final. A covered pedestal at center stage changes where people stand, where cameras need a clean line and where light has to land.
If you have a venue and a date, send both through the contact page. Westwave AV can review the room and tell you which parts of the house system are useful before a production package is built around it.