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Live Sound

An Installation for the Books

More than 200 Genelec speakers have installed in Finland’s biggest bookstore chain

Iisalmi, Finland (July 15, 2019)—Suomalainen Kirjakauppa Oy could be considered the Barnes & Noble of Finland, as it sports 65 stores nationwide and, like the U.S. retailer, has a storied history (sorry), going back to 1912. The chain recently installed more than 200 Genelec 4000 Series installation speakers to create mood and improve communication throughout its stores.

Suomalainen Kirjakauppa business location manager, Ari Hokkanen, noted, “The challenge in a retail environment like ours is to deliver clear, intelligible audio but at relatively low levels. The idea is to create a mood that will encourage customers to browse without actually interrupting them in their activities. Bookstores are traditionally quiet, reflective environments; however, in the context of a more modern approach, we wanted to be able to maintain the tranquility, but with a rather lighter atmosphere. We also wanted to be able to broadcast sales and promotional messages that are perfectly intelligible at low levels so that customers absorb the message without it feeling like an intrusion. Genelec was able to provide a solution that met all of our requirements.”

Ross Builds Out with Genelec

The bookseller ultimately turned to Genelec’s 4030C models, which are specially designed for small to medium commercial installations. The 4030Cs integrate amplifier modules for each driver, active crossover filters and protection circuitry. Room response controls on the rear of each loudspeaker enable room optimization, and there is also a level control for individual level adjustment. As a result, there is no need for external amplifier or processing racks, which makes for a considerably simpler and cheaper installation.

After a pilot project in the flagship Helsinki store, the company decided to roll out the concept nationwide. Currently there are around 200 4030Cs installed across nearly 20 stores nationwide, with more planned for the near future.

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Hokkanen was pleased with the service he received from Genelec. “Markku Syrjäpalo, Genelec’s domestic sales manager, has been a huge help right from the beginning and continues to be even now. He made sure that our first installation was carried out by an experienced installer from Genelec, who then trained the installation company we now use, which is great. The results have been excellent. We know that good quality sound vastly increases comfort within the store, and often makes the difference between people choosing to stay a bit longer or cut their visit short. Genelec has helped us to achieve our sound goals and has significantly enhanced the customer experience within our stores.”

Genelec •