Audio ambience<\/strong>
\nAs would be expected in today\u2019s image-conscious business world, branding is as big a part of BGM as creating a nice atmosphere to look for new shoes or enjoy a plate of carbonara and a bottle of wine with a friend. This was the brief of designer fashion outlet, END which recently opened a new store in Manchester featuring a sound system based on wireless loudspeaker technology developed by Audio Pro Business (distributed by A-T).<\/p>\nThe installation was carried out by Blaydon Communications; managing director Paul Dougherty explains that, like other retailers, END exerts complete control over its brand, which extends to what is heard in its stores. \u201cThey want to ensure safe music is played into the store, with no profanities,\u201d he says. \u201cAnd the genre of music must be in line with brand and customer demographics.\u201d<\/p>\n
Hearing music that is either familiar or fits in with someone\u2019s musical taste is only one element in creating an environment conducive to retail therapy or a good night out. More important is delivering this carefully selected soundtrack at a level that is not overwhelmingly loud, or annoyingly soft. As is now common practice in most AV situations, the END installation has been arranged into zones for different parts of the store, allowing for an acceptable balance to sound to be achieved.<\/p>\n
Gabriel Alonso Calvillo, product manager of Adam Hall Integrated Systems, agrees that \u201cdelivering high quality, clear sound without overpowering the ambience\u201d is a priority. \u201cIn retail, restaurant and hotel settings, enabling scalable zoning, ensuring reliability in various environmental conditions and seamlessly integrating with the overall design are primary requirements,\u201d he comments.<\/p>\n
Pivotal technologies<\/strong>
\nAdam Hall Integrated Systems provides audio technology for the retail and hospitality sectors, primarily based on LD Systems loudspeakers, wireless devices and amplifiers, with the Marriott Bonvoy hotel in Budapest among recent installations. Calvillo outlines the \u201cpivotal technologies\u201d for such environments as being BGM systems that utilise streaming media players, message schedulers, mixing amplifiers, audio DSP (digital signal processing), directional loudspeakers and power amps.<\/p>\n\u201cRemote control panels also facilitate easy volume control and efficient audio source routing, while wireless and smart connectivity, along with advanced audio management software for centralised control, is also crucial,\u201d he adds.<\/p>\n
![\"\"](\"https:\/\/d3hjf51r9j54j7.cloudfront.net\/wp-content\/uploads\/sites\/9\/2023\/12\/620x330_Bar-of-the-Epic-Sana-Maques-Hotel-in-Lisbon-featuring-K-ARRAY-KGEAR-compact-loudspeakers.jpg\")
Bar of the Epic Sana Maques Hotel in Lisbon featuring K-ARRAY KGEAR compact loudspeakers.<\/p><\/div>\n
Immersive is something of a buzzword in the modern media world and is also being applied to audio in hotels, restaurants and shops. To create such an atmosphere, Lorenzo De Poi, global sales and marketing manager for the KGEAR compact loudspeaker range (produced by K-ARRAY), says high-fidelity speakers and amplifiers are necessary to deliver clear, good quality sound.<\/p>\n
\u201cProper speaker placement ensures even sound distribution,\u201d he explains. \u201cYou should also consider the acoustics and minimise problems such as echo and background noise. Independent zoning and volume control are crucial for accurate adjustments in different areas, while the music selection should complement the ambiance without being intrusive. Reliability and maintenance are very important for consistent operation over time, and scalability should be considered for future growth or new requirements.\u201d<\/p>\n
Jack Cornish, technical director of systems integrator Tateside, comments that DSP gives \u201cgranular control\u201d and the ability to have a large number of zones. \u201cIt also has the capability to tune the system to the environment, set limits on both input and output signals and interface with other systems, such as fire and voice alarms,\u201d he explains. \u201cAudio over IP (AoIP) is also hugely important when dealing with a large number of zones and sources, giving flexibility for routing and future expansion.\u201d<\/p>\n
![\"\"](\"https:\/\/d3hjf51r9j54j7.cloudfront.net\/wp-content\/uploads\/sites\/9\/2023\/12\/620x330_The-new-END-Manchester-store-with-an-Audio-Pro-Business-sound-system-installed-by.jpg\")
The new END Manchester store with an Audio Pro Business sound system installed by Blaydon Communications.<\/p><\/div>\n
Cornish additionally highlights the ability to create a \u201csonic identity\u201d that adds value to a brand. \u201cIt\u2019s amazing how a poorly performing system lacking in clarity and frequency response can be associated with the type of sound you might find in your local hardware superstore,\u201d he says. \u201cBy contrast, a full-bodied sound with clarity can give the impression of a premium brand. I would also advise people to work with the designer of the space and plan extensively in terms of coverage and SPL (sound pressure level), particularly thinking of the guests so they\u2019re not sitting under a speaker.\u201d<\/p>\n
Tateside works on a wide range of AV and IT installation projects, including for hospitality. Also active in this field is Marquee AV, with recent credits including Soho restaurants L\u2019Escargot and Bocconcinos and the Double Tree Hilton hotel, all of which feature Bose Professional audio systems.<\/p>\n
Among the key points the company considers when approaching projects of this kind are the design of the venue and how loudspeakers and other equipment can blend in with the interior. Additional factors are the size and acoustics of the space and the coverage required, whether there will be live music and, if so, what kind of PA system is needed, and to ensure the control units can used easily by venue staff.<\/p>\n
![\"\"](\"https:\/\/d3hjf51r9j54j7.cloudfront.net\/wp-content\/uploads\/sites\/9\/2023\/12\/620x330_The-Uniqlo-store-on-Londons-Oxford-Street-which-features-TOA-loudspeakers.jpg\")
The Uniqlo store on London’s Oxford Street, which features TOA loudspeakers.<\/p><\/div>\n
Spaces are audio specific<\/strong>
\nSomething else to bear in mind, as Ian Bridgewater, director and technical sales manager at TOA UK, observes, is that all spaces are different and there has to be a specific approach for the particular application. \u201cA retail unit, for example, is likely to have a simple requirement for BGM to give ambience to the shopping experience,\u201d he says. \u201cA hotel, on the other hand, will want to provide ambient music and PA but has additional requirements for meetings, conferences and events such as weddings. End-users should consider the functionality, flexibility and, most important, the scalability of what is being designed so they can add to the initial investment should their needs change.\u201d<\/p>\nThe task facing anyone planning a sound system for a shop, restaurant or hotel has never been an easy one and is probably even more difficult now, particularly with the expectations of the public. Many people have good quality wireless loudspeakers in their homes, through which they can play music playlists from platforms such as Spotify and Amazon through their phones.<\/p>\n
\u201cWe\u2019re so used to good audio these days that customers will not tolerate poor sound in the way we might have done in the past,\u201d concludes Logan Helps at Audio-Technica. \u201cSo it\u2019s worth considering that for only a small investment in adding sub-bass speakers to a system, you can have a premium listening experience that heightens the clientele\u2019s experience.\u201d<\/p>\n
Background music has certainly moved on considerably from the days of cassette tapes or, latterly, CDs being played through small hi-fi speakers that were barely up to the job. While modern technology offers more functionality and control, plus the ability to create a specific atmosphere, the potential problems of people not liking the music or complaining about it being too loud remain. But then, some things never change.<\/p>\n","protected":false},"excerpt":{"rendered":"
Although some surveys conclude there is no direct impact on consumer behaviour, many retail and hospitality venues have background music assisting the ambience of a venue. Kevin Hilton explores this contentious audio application.<\/p>\n","protected":false},"author":10426,"featured_media":732724,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[173,198,3898,3896],"tags":[],"yoast_head":"\n
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![\"\"](\"https:\/\/d3hjf51r9j54j7.cloudfront.net\/wp-content\/uploads\/sites\/9\/2023\/12\/620x330_Till-area-in-the-bar-of-the-Marriott-Bonvoy-hotel-in-Budapest-with-LD-Systems-arrays.jpg\")