Comprehensive control at the Rose Shure Experience Centre


Intelligent audio, control and digital signage combine at Shure’s new UK experience centre to provide a comprehensive experience for visitors and staff alike that focuses on ease of use and flexibility. Reece Webb finds out more.

In a flagship experience centre, quality and ease of use are more paramount than ever before and nowhere is this more apparent than the new Rose Shure Experience Centre in London, UK.

The centre is named after Rose Shure, wife of former Shure chairman Sidney N. Shure. The audio manufacturer called on project managers Turner & Townsend, architects Perkins+Will, AV consultants MiX and AV integrator proAV, to deliver the new 9,000 square foot showroom space as Damien Massarella, business director,proAV, explains; “There was a tender process run on behalf of the client by Turner & Townsend.

Shure wanted to create 
a state-of-the-art customer experience centre, replicating typical spaces from the modern workplace, demonstrating how their products integrate with the space architecturally and combine with other AV products.The goal was not to simply demonstrate equipment, but to provide a centre that AV integrators, AV consultants, building architects and end users can visit to assist them in developing their own workplace designs and specifications.

“Post appointment for theproject, Shure invited proAVto their customer experience centre in Chicago to give us abetter feel for their culture and their people. They were not looking to simply replicate the space, but take lessons learned and improve where possible.This really helped us understand Shure’s underlying requirements and philosophy.”The Experience Centre showcases Shure systems in several conference spaces as well as a training room, control room, huddle space, podcast studio, kitchen/café and office space for Shure associates. 
Meeting Room
Massarella said: “The specification was produced by MiX and Andrew Francis from Shure. proAV developed this into a coordinated final solution,working with fit-out contractors Overbury and Perkins & Will.

"The typical meeting spaces used a range of LG large format displays plus a step up through the full range of Cisco videoconferencing codec. It was especially interesting that rather than just selecting one Shure product for a room, the rooms integrated multiple audio solutions allowing the ability to compare Shure’s products.

“We deployed both the [Shure] MXA 910 ceiling mics, as well as the MXA310 table mics, plus both Cisco and Intel NUC based UC endpoints. For control, the systems used Cisco, Crestron and QSC touchpanels.

Massarella said: “It really allows you to see how the Shure products will interface with a variety of other manufacturer products and compare the performance of the products.The large conference room added wireless and gooseneck mics into the equation.However, the jewel in the crown is the training room where we integrated Shure’s Axient and ULX-D wireless microphone systems, as well as both the wired and wireless microflex conferencing systems.
“Other manufacturers in the specification included LG displays, used for portrait digital signage screens around the perimeter and the displays in the meeting spaces, Brightsign signage software, Exterity IPTV,  Cisco video conferencing endpoints, Crestron switching,control systems and room scheduling panels, QSC audio processing  and control,Soundtube Dante ceiling speakers and Mersive wireless presentation. As I mentioned before, the brief was not simply to demonstrate Shure products,but to demonstrate them as a key cog in best in class solutions, in a best in class workspace.”

A podcast room, similar in scope to the on-site huddle room is present which is used by Shure to communicate updates to its partners and users with a Shure MXA310 table array microphone and P300 Intellimix processor. 

The room 
incorporates a 49-in LG LED display with a Cisco 10-in touch screen and a Crestron room scheduling touch screen with room availability light bar.

The jewel in the crown is the training room where we integrated Shure’s Axient and ULX-D wireless microphone systems." - Damien Massarella, proAV

The project was not without its challenges, as proAV was tasked with delivering the project to an industry-leading standard on a restrictive time schedule as Massarella explained: “Shure were keen on occupation as early as possible and an ambitious project programme was set. It required a great amount of teamwork to complete the project on time.

“The project programme was 16 weeks, which included the internal fit out. In order to meet the deadlines, proAV accelerated its drawing production period which allowed early design signoff by MiX and Shure, allowing us to procure the equipment as early as possible into the programme. Detailed coordination workshops occurred with Perkins & Will,Overbury and their other trade contractors to ensure that the interior finishes were completed in a timely fashion, allowing proAV time to install and commission the equipment prior to Shure’s go live date.”
Displays and mics
Massarella added: “A special mention goes to the acoustic designs. This is often overlooked and proAV encourage project teams and clients to ensure that the rooms have sufficient acoustic properties to maximise the audio performance.

Whilst the 
Shure product range is designed to overcome a plethora of challenges around acoustics,when you combine best in class product with best in class acoustics, the performance is amazing. I would recommend all workplace architects visit the space and prioritise acoustics as part of their next design.”

In closing, proAV managed to deliver a comprehensive system that fulfils Shure’s requirements of a leading customer experience centre. Massarella has the final word: “The highlight of the project is the client’s story. In addition to the current technology, the space connects you with Shure’s history. You really feel the passion for audio.

"Being able 
to deliver the project made us extremely proud. There is no bigger stamp of approval than an industry leading manufacturer selecting you to deliver their own project.“Shure were also very grateful to their project team. Their UK team held an opening ceremony,with visitors from their HQ in Chicago. The project team were all invited. We received thank you gifts based on Shure’s Unidyne Model 55 microphone, used by Elvis amongst others.Unfortunately, it wasn’t the actual one used by Elvis!”