Marimekko Launches Experiential Sound with Genelec

In a world first, Marimekko, an iconic Finnish clothing and textile brand, is using Genelec speakers combines with 3D sound to create a unique shopping experience in four new stores. This new audio experience is an important part of the company’s brand identity at the outlets in Berlin, Malmö, and two in Helsinki, and aims to create a truly immersive in-store experience for customers.

Founded sixty years ago, Marimekko is a leading Finnish design house known for bold patterns and colours. In using 3D Sound for their new stores, Marimekko employed MorrowSound® True 3D developed by Charles Morrow Productions (CMP). True3D is a sound processing software that creates clouds or atmospheres of sound modeled on the way sound is heard in the real world. This is achieved through an 8.1 Cube set up: which is an audio format and a setup like mono, stereo or surround sound.

The 8.1 Cube at Marimekko is comprised of eight Genelec speakers positioned four up and four down, in eight corners of a virtual cube for each core module. The True 3D software uses the 8.1 set up to form a sound a sound cocoon or cloud that envelops the customers. The sound is not at ear level, and does not beam down from the ceiling (as in regular retail sound systems) so no one is aware of the sound from individual loudspeakers. The sound content constantly changes and moves mimicking how sound behaves in nature.

Jeremiah Tesolin, Brand Development Manager at Marimekko worked on the design of the system. His previous experience includes working as part of Nokia’s global brand team before joining Marimekko in April 2010. Developing a new audio identity for Marimekko has been a key task in his new role. ‘Previously, the sound systems in Marimekko stores were pretty basic, for example simple 2-3 speakers hooked up to an iPod. With the new flagship stores we’ve decided to take the audio experience to another level. We’ve created a blend of architecture, sound and lighting that supports the product and brand. As part of this new system the Genelec speakers are superb. They both sound and look great - the white finish blends nicely with the interior. Furthermore, the integral amplifier means we save on space and installation time.”

Underpinning the use of True 3D are the award winning Genelec 8000 Series active loudspeakers. Charles Morrow of CMP explains why the 8000 Series were important to the project: “The crisp, clear sound, even at modest sound levels made the 8000 Series perfect for this project. It embodies Genelec’s ability to create speakers that present a vivid and detailed sound picture while incorporating an exceptional depth of field. It is almost as if, being based in Iisalmi, where real silence exists, it allows them to hear authentic sounds without being bombarded by the loud ambience of the urban environment.” The installed models in the shops include 6010A, 8020B and 8030A 2-way active loudspeakers combined with 5040A active subwoofers.

The 8000 Series active loudspeakers accept standard line level analogue inputs and are equipped with two driver units, both powered via internal matching power amplifiers. The 8000 Series represents the culmination of Genelec’s thirty years of experience in loudspeaker design and development. Suitable for a wide variety of tasks including installations, near-field monitoring, surround sound systems and home studios, the range produces high SPL output, low colouration and broad bandwidth in a small enclosure size. The Minimum Diffraction Enclosure (MDE™) and advanced Directivity Control Waveguide (DCW™) combine to provide excellent frequency balance in even the most difficult acoustic environments. The protection circuitry included with the amplifier designs guarantees a long lifetime for the products and a peace of mind for the installer protecting all drivers from failures.