The Platinum Club at Guitar Center’s new flagship Times Square store.
New York, NY (September 16, 2014)—When Guitar Center prepared its new flagship location in New York City’s Times Square that opened last month, it turned to Guitar Center Professional (GC Pro), the outside sales division of Guitar Center that focuses on the needs of professional users to design, manage and install the site’s A/V components.
Throughout the project, GC Pro worked with Affiliate Program member Horacio Malvicino and his firm Malvicino Design Group, who designed and installed the detailed A/V setup. “Guitar Center management asked to have GC Pro involved in order to ensure a proper customer experience from an audio-visual point of view,” said GC Pro vice president Rick Plushner. “We were honored and excited to be asked. Times Square is the crossroads of the world, where people from all over the planet come to visit and shop. Horacio came in early on in the project and knew exactly what we were trying to accomplish, and he designed the backbone and the technology infrastructure in a superb way.”
A multi-screen Panasonic video display graces the outside of the building on 44th St., composed of screens sourced through GC Pro. Upon entering, visitors descend an escalator, immersed in the sights and sounds of an excited crowd; QSC speakers and a Q-Sys system, along with an LED display screen, helped create this effect. “It’s as if you’re a rock star coming into a stadium to perform, and so we were asked to help create that experience,” stated Plushner.
Within the store is the Platinum Club, which features a live stage and full control room for multi-track A/V recording and production. GC Pro furnished an Avid S3L console and JBL monitors/loudspeakers for the live space, with an Avid S6 console in the control room. “There’s a whole host of digital and analog outboard gear in there as well, with proper monitoring,” added Plushner. “It’s a real control room to do proper recording, and we’re excited about what opportunities that’s going to bring for the company.”
Guitar Center Professional/Guitar Center