AVI-SPL, in partnership with SeaWorld San Diego, has won the 2025 Commercial Integration Award for Best Immersive Experience Project for the “Jewels of the Sea: The Jellyfish Experience” Case Study! Be sure to visit our official announcement page to see the full gallery of award-winning projects as they are revealed.)
“Jewels of the Sea” is SeaWorld San Diego’s first exhibit to use immersive AV technology on this scale alongside live animals. AVI-SPL originally signed on to support the AV install, but as the creative vision evolved, the team geared up to take on a larger role. Partnering closely with SeaWorld and the broader project team, AVI-SPL helped shape and deliver an AV system that would bring the full experience to life.
Working closely with SeaWorld and their creative partners, the AVI-SPL team helped shape how guests move through the exhibit, using lighting, video and sound to create a space that feels fluid, immersive and emotionally connected to the animals inside.
How “Jewels of the Sea: The Jellyfish Experience” Took Place at SeaWorld San Diego
Courtesy / SeaWorld San Diego
According to the installation team, the installation for “Jewels of the Sea” took place over several months and involved close teamwork between AVI-SPL, SeaWorld and multiple partners, including PGAV Destinations, Techfulcrum, Spinifex Group, Lightswitch, and Level 10 Construction. Everyone had to stay in sync, especially since this was a unique mix of live animals, lighting, video and sound — all in one space.
For the team, one of the biggest challenges came during the LED videowall installation. Once the walls were framed, the team noticed a few spots where the aquarium windows didn’t line up exactly with the original design. Instead of slowing things down, the teams worked together on-site to adjust the layout so everything still looked seamless and kept the project on track.
AVI-SPL and SeaWorld San Diego Tackle Shipping Hurdles
Shipping delays emerged as another hurdle. Some of the curved LED panels were at risk of arriving late due to the Chinese New Year holiday. To avoid holding up the schedule, the team flew in key equipment early and handled customs quickly to avoid any delays.
According to AVI-SPL, the team also had to coordinate closely with SeaWorld’s animal care team throughout the install. As the teams installed and programmed the AV integrator components, the aquarist team was simultaneously testing saltwater filtration systems in each of the 18 aquariums throughout the building.
The work was done in phases, allowing us to install AV while animals were settling in and media content was being finalized. That flexible approach, combined with clear communication across all teams, helped bring the exhibit to life smoothly and on time.
“Jewels of the Sea: The Jellyfish Experience” Enthralls Visitors
Courtesy / SeaWorld San Diego
SeaWorld San Diego has described “Jewels of the Sea” as one of the most meaningful and innovative exhibits the park has ever delivered. The team set out to create something different, an experience that would educate, inspire, and bring guests closer to the natural world. The result has exceeded expectations and quickly become a standout attraction.
In just the first 90 days, the exhibit welcomed over 100,000 visitors. Feedback from guests are overwhelmingly positive, with many calling it “unforgettable” and “unlike anything else at the park”. The exhibit has also received strong attention across social media and local press.
From the animal care side, the response has been just as strong. Paige Deaton, supervisor of zoological care, shares, “One of the most meaningful aspects of this project has been witnessing the awe and curiosity it inspires in our guests, especially children. Many arrive with fear or misconceptions about jellyfish and leave with a newfound appreciation for their grace and importance.”
According to AVI-SPL, the positive feedback is a strong example of how thoughtful collaboration and a clear vision can lead to something that feels both innovative and meaningful. The integrator attests that “Jewels of the Sea” has become a defining experience for the park, one that leaves a lasting impression and helps visitors feel more connected to the ocean and the animals that call it home.
