At Tonttula Elves Village in Finnish Lapland, keeping Santa’s operation running smoothly is not just a matter of logistics and elves. Audio also plays a central role, and Genelec has been drafted in to help deliver the soundtrack to Christmas.
Located near the Levi ski resort, around 180km north of the Arctic Circle, Santa’s Visitor Centre forms the heart of the attraction, guiding guests through an immersive tour of Santa’s home and workshop. Here, sound is used not simply as background, but as a storytelling tool, shaping atmosphere, directing movement and bringing characters and spaces to life.
The audio system was designed by Genelec sales engineer Henri Ulmanen, working with venue owner Päivikki Palosaari. From the outset, the brief was clear: the experience needed to feel magical, but the technology had to be robust, controllable and largely invisible. “[Audio] guides visitors through each moment,” says Ulmanen. “It guides visitors through each moment, so it needed to be completely immersive to establish an atmosphere of magic and wonder.”
To achieve this, Ulmanen specified a Genelec Smart IP system, selecting different loudspeaker models to suit each area of Santa’s domain. In the main café and gift shop 18 Genelec 4430 loudspeakers deliver wide, even coverage, providing a cheerful musical backdrop while offering enough headroom for events and seasonal gatherings.
Santa’s House and the Gift Laboratory take a more intimate approach. Six compact 4410 Smart IP loudspeakers are discreetly tucked into the rustic interiors, delivering warm, consistent background music without drawing attention to themselves. “The compact size of the 4410s is perfect for Santa’s House,” says Ulmanen. “[The] loudspeakers are tucked away and unobtrusive, while delivering clarity and coverage for background music.”
The heart of the experience lies in the Grand Hall, where Santa’s Talking Tree takes centre stage. Four Genelec 4420 loudspeakers are mounted above projection screens to handle dialogue and sound effects, while a Genelec 3440 subwoofer hidden behind the Tree adds low-frequency weight to its voice. The result is a clear, localised sound that cuts through the room, ensuring the Tree’s story is heard above the visual spectacle.
Finnish AV integrator ApplyLight was responsible for integrating the audio with lighting, projection and control systems. According to Tommi Puisto of ApplyLight, the Grand Hall required careful coordination. We used multitrack mixing to blend audio effects with the Talking Tree’s narration, making the story more vibrant,” he explains.
Q-SYS was chosen as the central control platform, with Genelec Smart IP loudspeakers connected via Dante. Smart IP Manager software was used to fine-tune each loudspeaker, enabling precise delay alignment, level control and system optimisation. A tablet-based interface allows tour guides to trigger audio, lighting and video cues in real time.
Smart IP’s single-cable approach, carrying audio, power and control over CAT6, simplified installation and helped keep the technology out of sight, an important consideration in a themed environment where the illusion matters. Puisto says this also made the system efficient and future-ready.
Since opening, the system has performed without issue, delivering consistent sound across every part of Santa’s operation. For Palosaari and her team, it was their first Smart IP deployment, building on a long-standing relationship with Genelec.
From the cosy rooms of Santa’s House to the commanding voice of the Talking Tree, Genelec’s Smart IP system is quietly working behind the scenes ensuring that, even at the top of the world, Santa’s story is heard loud and clear.