Marimekko enjoys experiential sound with Genelec

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

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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

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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