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Genelec Opens U.S. Experience Center

Genelec has built a new experience center serving as a mix room, a theater and a research and test center at the company’s U.S. Headquarters.

The Genelec U.S. Experience Center, where visitors can experience the full range of Genelec professional audio products in configurations from stereo through immersive 9.1.6.
The Genelec U.S. Experience Center, where visitors can experience the full range of Genelec professional audio products in configurations from stereo through immersive 9.1.6.

Natick, MA (October 13, 2020) — Genelec has built a new experience center serving as a mix room, a theater and a research and test center at the company’s U.S. Headquarters in Natick, Massachusetts.

Earlier in 2020, Will Eggleston, U.S. marketing director, brought in the late studio architect and designer Francis Manzella to create a new aesthetic and acoustical treatments for the space, which was previously a surround sound demo room. Paul Stewart, Genelec Inc. senior technical sales manager, who devised the room’s wiring scheme, noted, “Once we received the plans from Fran in April, the next challenge was finding a contractor that we could work with during the coronavirus pandemic that was familiar with working on his projects. Fran had suggested that we reach out to Ken Capton at Solar 2 Studios in Michigan. The results speak for themselves. They did a fantastic job.” In addition to integrating new lighting and overhead trussing, fabric treatment and cable management, a significant part of Solar 2’s work was the construction of an encapsulated and heavily damped ceiling.

Mike Elizondo Moves in with Genelec

The new space is configured to handle formats from stereo through surround to immersive 9.1.6 through a range of Genelec’s Smart Active Monitors (SAM). Three 8351Bs are installed for L-C-R, four 8341As support the left and right side and rear channels and six more 8341As are located overhead for the front, mid and rear height channels. A 7370 subwoofer handles low-end extension for the overhead speakers, while a 7380 sub supports the LFE channel and manages extension of the center, side and rear channels. Two W371A Smart Active Woofer Systems are located left and right and are paired with the main left and right 8351B monitors.

The room is wired with multiple AES/EBU and IP runs to every speaker position. “If we were to use our new PoE speakers at every location, we could run a separate, independent 9.1.6 system in the room over IP. We also have an Avid Pro Tools system, so it’s a pretty flexible room,” he says.

“This will be a venue for also creating in-house content, including webinars, and for software and hardware testing,” says Eggleston. “Once COVID-19 is under control, we look forward to welcoming professionals in all aspects of audio to use the space to experience our products, and even mix here in an exceptional immersive environment.”

Genelec • www.genelecusa.com

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