case study Marimekko Enjoys Experiential sound with Genelec
Marimekko, an iconic Finnish clothing and textile brand, is using 3D sound to create a unique shopping experience in four stores. This 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
sound (the first use of its kind in a retail environment)
Finnish design house known for bold patterns and
which helps expand the environment to appeal to the
colours. Through its timeless, individual, practical and
wide variety of customers visiting the store.
beautiful designs in interior decoration, clothing, bags
In using 3D Sound for their stores, Marimekko
and accessories, Marimekko aims to provide aesthetic
employed MorrowSound® True 3D developed by
experiences for people of all ages. In recent times,
Charles Morrow Productions (CMP). True3D is a
Marimekko’s ambition to build upon its international
sound processing software that creates clouds or
presence and distribution has translated into the
atmospheres of sound modeled on the way sound is
opening of new free-standing Marimekko stores. The
heard in the real world. This is achieved through an
new company-owned stores strengthen the brand
8.1 Cube set up: which is an audio format and a setup
experience further through colour and style, and 3D
like mono, stereo or surround sound. The 8.1 Cube
www.genelec.com
Underpinning the use of True 3D are the award winning Genelec 4000 Series active loudspeakers. Charles Morrow of CMP explains why the 4000 Series were important to the project: “The crisp, clear sound, even at modest sound levels made the 4000 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 4010A, 4020B and 4030A 2-way active loudspeakers as well as F Series subwoofers. Jeremiah Tesolin, Brand Development Manager at Marimekko has also worked on the design of the
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 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. Marimekko’s designs are closely linked to and inspired by nature therefore the new Marimekko stores imaginative soundscapes that blend music and natural sounds together, i.e., calm rainfalls, soft bird song, or
system. His previous experience includes working
simply the tranquility of a forest, which together create
as part of Nokia’s global brand team before joining
a refreshing state of mind. Sounds have been pitched
Marimekko in April 2010. Developing a new audio
at comfortable levels not to disturb the customer and
identity for Marimekko has been a key task in his new
staff communication. The use of MorrowSound True
role. ‘Previously, the sound systems in Marimekko
3D sound also allows Marimekko to tune and refine the
stores were pretty basic, for example simple 2-3
experience of its individual store environments to match
speakers hooked up to an iPod. With the new flagship
the different locations and tastes.
stores opening in Helsinki, Berlin and Malmö we’ve
www.genelec.com
decided to take the audio experience to another level.
tasks including installations, near-field
We’ve created a blend of architecture, sound and
monitoring, surround sound systems
lighting that supports the product and brand. As part
and home studios, the range produces
of this new system the Genelec speakers are superb.
high SPL output, low colouration and
They both sound and look great - the white finish blends
broad bandwidth in a small enclosure
nicely with the interior. Furthermore, the integral amplifier
size. The Minimum Diffraction Enclosure
means we save on space and installation time.”
(MDE™) and advanced Directivity Control
The 4000 Series active loudspeakers accept standard
Waveguide (DCW™) combine to provide excellent
line level analogue inputs and are equipped with two
frequency balance in even the most difficult acoustic
driver units, both powered via internal matching power
environments. The protection circuitry included with
amplifiers. The 4000 Series represents the culmination
the amplifier designs guarantees a long lifetime for
of Genelec’s thirty years of experience in loudspeaker
the products and a peace of mind for the installer
design and development. Suitable for a wide variety of
protecting all drivers from failures.
Kit List The Genelec speaker models used in this project were: • 4010 • 4020 • 4030 • F One
www.genelec.com
Genelec Oy Olvitie 5 74100 Iisalmi, Finland Tel. +358 17 8388 enquiries@genelec.com