Genelec is the perfect fit for clothing brand’s first UK store

Marquee AV and Audiologic have teamed up to create an immersive sound experience for luxury clothing brand 66°North’s first store outside of Iceland and Denmark.

The Icelandic company was keen to replicate the atmospheric soundscapes created by a Genelec solution in its Reykjavik store for the new venture on London’s Regent Street.

Genelec’s UK distributor, Audiologic, brought in a company it had worked with on several projects, Marquee AV.

Mark Brown, managing director at Marquee AV, says: “The brief was clear – a discreet, high-quality solution with individually controllable speakers to provide excellent coverage throughout the store.”

The audio solution comprised 15 Genelec 4020C compact installation speakers and three Genelec 7040APM active subwoofers. The compact Genelec 4020C speakers were selected to meet the store’s spatial constraints and design aesthetics.

The 4020C speakers were also specified for their adaptability to acoustically challenging environments, aided by rear panel room compensation switches that ensure pristine and intelligible audio, regardless of the playback level.

The creative approach to speaker placement involved concealing the colour-matched speakers behind the metal-fenced ceiling to blend seamlessly with the store’s design aesthetics. This placement provided consistent sound coverage throughout the venue, eliminating ‘sweet spots’ and delivering an immersive experience.

Audiologic’s business manager, Paul Simpson, said: “The Genelec 4000 series removes the need for cumbersome external power amplifiers. By housing amplifiers, crossover filters and protective circuitry within the speaker cabinet, this design optimises both electronics and drivers, while reducing reliance on extensive racks of external amplification and intricate cabling – an imperative in dynamic public spaces like retail stores.”

Brown added: “The Genelec speakers have exceeded expectations, showcasing their technical excellence and versatility. Their controlled directivity allows their installation in many types of acoustic environments, providing outstanding sound coverage.”