Cutting edge music and visual entertainment has revolutionised the flagship Oxford Circus Topshop store following its decision to add a Topman trading floor at the top of the building.
Former Radio 1 DJ, Bruno Brookes, has provided an end-to-end concept for content and sound reinforcement via his broadcast firm Immedia, making this a blueprint for future installations in other stores.
The Harman Pro solution chosen by Immedia will eventually utilise more than 500 JBL Control 47CT and Control 24CT Micro transformer ceiling speakers and Control 28T surface mount enclosures distributed throughout the five trading floors. These are driven by Crown CTs and CDi series amplifiers, with a processing and routing network constructed around BSS Soundweb DSP devices.
The new system gives the primary stations and concession areas the ability to employ local volume control and source select, and the store will be able to broadcast pre-recorded message announcements overlaid on an audio clock, synching to the live stream and muting the music to play out at the preset times. Meanwhile a 5-disc carousel CD changer provides a constant loop, while the store is equipped with a wireless mic system, and has also installed Topshop/Topman TV for display on monitors throughout the store.
Immedia Broadcast’s Chief Operating Officer, Steve Loftus, says the sound system not only had to be capable of delivering their own bespoke in-store radio which is streamed live over ADSL from their studio in Newbury and refreshed weekly, but also high calibre mobile DJs, such as the NME Radio (Topman Takeover Show) and also Topman CTRL.
Immedia worked through the night to enable the store to continue trading as normal, in time for a first phased Topman opening of the new 23,000 sq ft floor in September, and as expected, the JBL speakers have been a big successes as part of the installation.
“I think what we have done is something of a first for the high street,” Loftus says. “In terms of the JBL speakers, we were keen to ensure we delivered the same consistency and depth of sound now that music is an integral part of the brand profile. “The music genre is very eclectic, cutting edge and high fashion, with a lot of pre-release material. The idea is we are playing music which customers will hear in the clubs later on, so maintaining a high impact sound was also crucial.”
While Immedia completes final commissioning in the Topshop floors below, externally the new blueprint is being rolled out. The prototype was set up in Liverpool and this month the scalable JBL/Crown/BSS matched system and Dreamstream live streaming appeared in the smaller Newcastle store.