Creative technology company SQNXR today announces the Asia launch of XINEMARTE, a first-of-its-kind immersive cinematic art platform that transforms traditional cinema spaces into curated audio-visual art experiences. The full rollout scheduled start from Q2 2026, with an anticipated debut from May onwards in Taiwan, Hong Kong, and South Korea, followed by additional markets including Malaysia, Vietnam, Singapore, Indonesia, Philippines, and China.
Jazzy Group of Companies, headed by CEO Joanne Goh and founder of the Malaysia International Film Festival (MIFFest), has been appointed as the exclusive sales representative for XINEMARTE across Asia, leveraging the group’s extensive network in the region’s cinema and exhibition sectors.
Addressing a Market Gap
As cinema operators across Asia seek alternative programming to drive off-peak attendance and attract new audience segments, XINEMARTE offers a turnkey solution that transforms existing theatrical infrastructure into premium immersive art venues. The platform enables cinemas to tap into the rapidly growing experiential entertainment market without significant capital investment in new facilities.
About SQNXR
SQNXR is a creative technology company specialising in immersive audio-visual experiences across multiple sectors. The company’s portfolio includes tour visuals for international artists such as Honey Dijon and CamelPhat, commercial art-driven campaigns for major retail destinations including mall and billboard installations for Central Group in Thailand, and high-end residential audio-visual installations designed to enhance mood and wellness in luxury living environments. XINEMARTE represents SQNXR’s expansion into the cinematic exhibition space.
Purpose-Built for Cinema
XINEMARTE is not simply art projected onto a theatre screen—it is content specifically created for the cinematic immersive theatre experience. SQNXR Creative Director Ray Tijssen’s previous installations utilised Samsung’s flagship The Wall display technology paired with audiophile Acoustic Avant Garde sound systems. With XINEMARTE, he now harnesses the full potential of theatrical cinema screens and Dolby Atmos / surround sound systems, crafting audio-visual works native to these environments.
Conceived as a time-based cinematic presentation language, XINEMARTE is embedded into exhibition experiential design, allowing cinematic works to inhabit cinema and gallery spaces without conforming to traditional narrative structures.
The platform offers:
- Seated immersive viewing in 20–25 minute presentation cycles
- Clear temporal entry points, enabling fluid audience movement
- Bi-weekly content refresh with both family-friendly and adult-focused programming
The Creative Director
Ray Tijssen, also known as 0010×0010, serves as Creative Director of SQNXR. A Netherlands-born audio-visual artist based in Los Angeles, Ray is internationally recognised for his work across immersive visual installations, sound design, and AI-driven image systems. His work has been exhibited at MOCA Bangkok, W1 London, and TODA Dubai.
“Cinema infrastructure is underutilised for significant portions of the day,” says Joanne Goh, CEO of Jazzy Group. “XINEMARTE allows operators to activate those spaces with premium experiential content that appeals to audiences who might never attend a traditional film screening. We see enormous potential across the region.“
“We’ve spent years perfecting immersive experiences for the world’s most demanding environments—from stadium tours to luxury residences,” says Ray Tijssen. “Cinemas offer something unique: purpose-built spaces for collective audio-visual immersion. XINEMARTE is designed from the ground up to exploit that potential.“
The Experience
XINEMARTE presents a non-linear cinematic encounter where each viewing is complete yet ever-changing, encouraging repeat visits. The experience operates simultaneously as both spatial installation and cinematic experience, moving fluidly between gallery and cinema contexts. Rather than positioning technology as spectacle, the platform foregrounds curatorial intent—approaching cinema as time, light, rhythm, and emotional architecture.
In selected markets, Jazzy Group will present Algorithmic Organisms 2.0 × XINEMARTE, an integrated exhibition featuring Ray Tijssen’s generative audio-visual art project alongside the XINEMARTE platform. Further details will be announced with individual market launches.
