Multi-zone audio system

Selfridges one of the world’s most iconic retail stores has had a complete over hall of its audio system. It is the pièce de résistance of Oxford Street, boasting a huge 540,000 square feet of selling space.

Our involvement with Selfridges has spanned the last five years. We provide digital signage solutions and management, as well as service and support for the existing store audio system. 

Continuously innovating

Selfridges continuously innovate.  Unveiling their ‘Beauty Hall master plan’, a four-phase project that would refurbish the iconic Beauty Hall while keeping the shop floor operational. We designed the new audio system for the space which required many audio zones. The requirement was for a premium audio solution that would vastly improve the audio quality to enhance the customer experience.

The pitch-perfect solution

We proposed two systems, one utilising a smaller Bose Professional DM5C in-ceiling speaker supplemented with several in-ceiling Bose Professional DM8-SUB subwoofers. The second option was to provide a uniform solution using the Bose Professional DM8C in-ceiling speaker. Having compared both of the speaker plots undertaken in Bose Professional Modeller, both systems exceeded the performance requirement, and the Bose Professional DM8C option was chosen. We installed 42 Bose Professional DM8C into the site. 

The system back-end consists of a Bose Professional EX1280 audio processor and two Bose Professional PSX2404D 4-channel amplifiers. The space is split into four zones, and source management is looked after by the Control Space processor. We also utilised the unique Smart Bass feature on the processor and amplifier—enhancing the low-frequency output of Bose Professional loudspeakers by providing a custom-tailored preset of Dynamic EQ and excursion limiting. SmartBass optimised the bass without causing distortion or driving overt excursion.

Remote accessibility

Gude power control allowed us to have full control of the audio-visual system remotely. Coupled with an on-site PC, we are able to log in, make any changes, and check system functionality quickly and efficiently. 

Jack Cornish, Technical Director at Tateside, says, “We are now rolling out additional audio zones in the store on the Bose Professional Control Space Platform, ensuring we have complete visibility of the store audio from one pane of glass. We need to do more work; the existing system is split over 20+ smaller sub-racks with a very decentralised approach. ‘Control Space will allow us to harmonise all rack locations and give the client the control they want.”

Google once said – ‘With background music, customers browsed more and spent more time inside the store. It is an instant boost of happiness and even helps to manage the customer flow efficiently.’

Audio in retail should be taken seriously. If you want to up your game, contact us for a no-obligation chat!