Audica Professional's MICROseries a Perfect Match for Fresh's Bold New Look
With the installation of Audica Professional's MICROseries audio system at Fresh's
flagship Union Square location in New York City, the high-end lifestyle and beauty
store gains a powerful, compact sound system that matches their design aesthetic
and enhances the experience of customers by encouraging them to "shop to the beat."
"Since we opened our first location in Boston in 1991, music has always been an essential
element of the shopping experience at Fresh," says co-founder Alina Roytberg. In
fact, Fresh updates its musical content programming on a monthly basis, but providing
the ideal accompaniment for customers does require care, she adds. "You never want
your customers to hear their own steps, but you don't want to distract customers
from what our associates are saying either. The Audica Professional sound system
works excellently in our spaces."
Designed and installed by NYC's EL Media Group, Audica's MICROseries system provides
highly nuanced reproduction of music in a package uniquely suited to Fresh's needs,
explains Ernie Lake, EL's Creative Chief Operator. "They wanted something that looked
good and suited their design, but they were very limited on space, so we proposed
the Audica system because it just doesn't take up any room. It's that compact."
When specifying Audica, EL uses the company's product exclusively, right down to
the system's wireless remote. In Fresh, EL installed one Audica MICROzone amplifier/controller
and a MICROplus 4-channel power amp, one MICROsub active subwoofer, two MICROpoint
and 4 MICROline loudspeakers. The MICROpoint's and MICROline's are evenly distributed
throughout the space and ceiling mounted using Audica's proprietary hardware to achieve
optimal positioning and coverage.
There are challenges in any project of this nature, Lake says. "It's a highly reflective
space, but Audica is incredible for that. Also, their surface mount hardware is very
easy to use and allows us to place speakers exactly where we need to. I also like
Audica's digital amps. We prefer to wire in 8 Ohms to provide better sound quality
and a wider range of frequencies and this is an easy system to put together in that
configuration. For the size of the speaker there's nothing out there that sounds
In providing audio solutions for design conscious clients like Fresh, EL gets in
on the process very early on. "We work very closely with clients and designers to
ensure everything fits the way it should. Often designers aren't big fans of seeing
speakers in a room, but when I proposed Audica they had no issues at all." On the
strength of their success with Audica at Fresh Union Square, the system has become
Fresh's system of choice for the ongoing revamp of their stores nationwide.
Established in 2008 in an effort to offer custom designed audio solutions to augment
their existing music styling services, EL Media Group's installation arm provides
audio design/install services for a variety of luxury hotel, restaurant and retail
applications across the United States.