When the Berlin MAAP LaB experiential retail space opened, sound was a made a key consideration in shaping the customer experience. Integral to the success of project were Genelec Smart IP loudspeakers.

The Berlin MAAP LaB philosophy is far removed from transactional spaces, focusing instread on fostering a sense of community: ‘Our LaB is a cultural touchpoint for the cycling community, a space that connects with Berlin’s dynamic spirit,’ says Matt Ward, Manager of MAAP LaB in Amsterdam, but who played an active role in the Berlin project.

Ward has a history as a music professional and led the effort to transform sound into a core element of the brand experience, working closely with Genelec and project integrator B.I.N.S.S Medientechnik GmbH. ‘Sound is not just an accessory; it’s part of the DNA of the space,’ he explains. ‘We wanted an environment where sound feels organic and immersive – inviting customers to connect with the cycling culture we represent.’

MAAP’s brief called for superior clarity at low sound levels, and the ability to increase the playback for events without compromising on quality. ‘I’ve trusted Genelec in my production work since 2008,’ Ward says. ‘Their reputation for accurate sound reproduction made them the obvious choice.’

For the Berlin LaB, seven Genelec 4430 Smart IP loudspeakers were selected. The 4430’s network compatibility offered flexible installation, requiring just a single Cat cable for audio, power and management. ‘The simplicity of installation was a game-changer,’ says B.I.N.S.S. Sales Manager, Christoph Schlenther. ‘Genelec allowed us to integrate exceptional sound into the sleek, minimalist design of the space.’

The MAAP Berlin LaB features an open layout filled with high-performance cycling apparel, which naturally absorbs sound. This allowed B.I.N.S.S to forgo additional acoustic treatments. Instead, they meticulously tuned the loudspeakers to the space, achieving balanced sound levels and eliminating dead zones or harsh hotspots.

‘The 4430s deliver remarkable fidelity,’ Schlenther says. ‘They create an immersive experience without overwhelming the listener, which is crucial for retail. It ensures that customers feel at ease, and encourages them to stay longer.’

The soundscapes at the Berlin LaB reflect both the city’s vibrant electronic music culture and MAAP’s brand identity – energetic yet refined. ‘Our goal was to evoke the energy of Berlin while staying true to MAAP’s ethos,’ Ward says. ‘Sound influences how customers perceive the space and, by extension, the brand. Feedback has been overwhelmingly positive. We’ve had customers tell us that the sound is what makes the space feel alive. That’s the ultimate compliment – it means the system is doing its job.’

‘Working with Genelec and B.I.N.S.S was seamless – their expertise ensured the system not only met but exceeded our expectations,’ Ward reports.

‘From the planning phase to fine-tuning, the teamwork was outstanding,’ Schlenther adds. ‘The result is a sound system that complements the space perfectly, enhancing every aspect of the customer experience.’

More: www.genelec.com