Case Studies - Retail

Music sets the mood for marketing Superb music for a super market
On August 28, 1999, Mumbai witnessed the launch of a world class shopping mall and entertainment complex that would set new standards in multi-purpose high-rise shipping complexes. The 1,50,000 square feet internationally styled Crossroads in sound Mumbai, the hub of Indias business activity, redefined shopping in India. For this truly landmark mall, Mr. Jaydev Mody sought an equally outstanding sound system.

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Sprawled across the separate buildings, under Asias second largest roof, Crossroads had several uncommon features, like a terrace car park with two automatic elevators for transporting vehicles. It also had aerial bridges, or crossovers, to interlink all the facilities. The sheer size and spread of the place presented a stupendous challenge to Bose India. While one building in Crossroads is a five stories, centrally air-conditioned shopping complex called pyramids, the other two buildings house the public entertainment area and individual outlets where big merchandising names have set up shops. It is further divided into five clusters for easy access by shoppers. Mr. Jaydev Mody, Managing Director of Piramal Holdings Limited, was pulling out all the stops for this world class super mall. For the background sound too, he would not bridge any compromises whether it was a quality of sound or the complexity of the installation. After seeing a Bose demonstration, the Piramals knew their vision would be translated into reality. The Bose mandate was to provide an exquisite music system in Pyramids, the corridors and the public areas. It had to override the substantial amount of noise typically prevalent in such an atmosphere, provide background music and paging facilities. The sheer size, spread and carried acoustic environments presented a challenge to Bose India. The answer wasnt simple, said Dr. Prabhat singh, Bose Indias chief designer and project scientist. Three distinct structures covering a whopping 1,50,000 square feet are, including the inter-building space, which had to have a distinct sound environment. All public areas had to be flooded with music the Pyramid store, the big brand shops and the entertainment venue. The atrium, complete with a ramp, was the heart of the mall. It would be used for live programmes, fashion shows and product launches. With a ceiling height of over 60 feet, the pure glass oval hall had to be carefully analyzed for appropriate sound reinforcement. In fact the entire Crossroads is a glass fortress, locking in sound and virtually assuming multiple levels of reverberations. The atrium was usually bustling with activity, with high ambient noise levels. In the areas towards the street, the noise levels generated on weekdays and weekends and adjust the music level accordingly. After compensating for the surrounding noise, the background music would be easily heard in the atrium and corridor. Bose designers also provided higher volumes required for live shows. Paging too had to reach everywhere, from the ground floor right up to the terrace for locating cars. The completed system is based on the Bose Digicall system a multi- function, state-of-the-art digitally controlled audio distribution system. It is the nucleus of the complexs sound solution, providing: comfortable background music in the atrium and mall, and attention getting music in the entertainment centers. Bose has employed several different speakers types to generate the acoustic ambience vistors enjoy in Crossroad. In the open floor plan of the Pyramid and in the boisterous childrens section FreeSpace Six Business music systems provide coverage. Corridors off the atrium lead to a large video wall, which is supported by sound from powerful Bose 802 loudspeakers, staked on either side. Dual level time delay units ensure that the sound and video remained synchronized as visitors progress down the corridor towards the screen. The Bose Digicall system permits selecting from six different sources of music channels either for the entire space or for a specific area. Microphones for speeches or announcements can be plugged directly into the system. While the mail unit is placed in the surveillance room, individual controls are easily accessed from the respective location. Despite the intricate nature of the installation, the system is remarkably comfortable to use standard characteristics of all Bose products. As for customer satisfaction Mr. Mody explained why they chose Bose, Crossroads showcases world-class products, services and facilities. Therefore in our endeavor to provide quality services, our decision to install Bose sound Systems was an instant and unanimous choice. The force behind Crossroads, Mr. Ajay Piramal, chairman of Piramal Holdings, had the last word he unhesitatingly acknowledged Boses profound contribution to the project, calling them a sound partner.