Creative technology company SQNXR has announced the launch of XINEMARTE in Asia. This platform is a unique immersive art experience that changes regular cinema into special audiovisual art spaces. The full rollout will start in the second quarter of 2026, with the first shows expected to begin in May in Taiwan, Hong Kong, and South Korea. After that, it will expand to other countries including Malaysia, Vietnam, Singapore, Indonesia, the Philippines, and China.
The Jazzy Group of Companies, led by CEO Joanne Goh, who also founded the Malaysia International Film Festival (MIFFest), has been chosen as the exclusive sales representative for XINEMARTE in Asia. They will use their strong connections in the cinema and exhibition industries in the region.
As cinema operators in Asia look for new ways to attract audiences during quieter times, XINEMARTE provides an easy solution that turns existing movie theaters into premium immersive art venues. This platform helps cinemas enter the growing market of experiential entertainment without needing to invest a lot in new buildings.
SQNXR is a creative tech company that focuses on immersive audio-visual experiences in various fields. They have worked on visuals for well-known artists like Honey Dijon and CamelPhat, created art campaigns for major shopping destinations, and designed high-quality audio-visual setups for luxury homes to improve ambiance and well-being. XINEMARTE is SQNXR’s new venture into the world of cinema.
XINEMARTE isn’t just about art on a movie screen; it features content specially designed for immersive theater experiences. Ray Tijssen, the Creative Director of SQNXR, previously used Samsung’s top display technology along with high-end sound systems. With XINEMARTE, he now takes full advantage of cinematic screens and Dolby Atmos surround sound, producing audio-visual works made for these spaces.
XINEMARTE is created as a unique presentation style for cinema that blends into exhibition designs, allowing cinematic pieces to fit into theaters and galleries without sticking to traditional storytelling methods.
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
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Ray Tijssen, known as 0010×0010, is the Creative Director of SQNXR. Born in the Netherlands and now based in Los Angeles, he is recognized worldwide for his immersive visual installations, sound design, and AI image systems. His work has been shown 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 audiovisual immersion. XINEMARTE is designed from the ground up to exploit that potential.”
XINEMARTE offers a non-linear cinematic experience, unique for each viewing and designed for repeat visits. It functions as both a spatial installation and a cinematic experience, blending gallery and cinema. Instead of showcasing technology, it emphasizes curatorial intent—considering cinema as time, light, rhythm, and emotional architecture.
In select markets, Jazzy Group will showcase Algorithmic Organisms 2.0 × XINEMARTE, featuring Ray Tijssen’s generative audiovisual art alongside the XINEMARTE platform. More details will follow with market launches.