Museum communication also enters a new era thanks to Symphony's Ambient Intelligence, with multi-sensory, visitor interaction and cross-media direction possibilities that provide artists and exhibition designers with a palette of infinite possibilities. And then there are the retail spaces, which are transformed into highly emotional experiences and total involvement thanks to the total flexibility of advanced technology and domotics. Automation is a competitive advantage that can give the maximum return only when the technology is robust, user-friendly and developed with a view to total compatibility.