The Armoury at Arsenal FC
Arsenal Football Club has revamped their flagship store, The Armoury, to bring the excitement and energy of match day to the fan shopping experience. Taking the opportunity to introduce elements like audio effects and video through a multi-zone design, Arsenal FC has created a truly unique experience.
Creating an Immersive Experience
This ambitious project was conceived with the goal of providing a truly immersive and realistic experience across various areas of The Armoury. Key objectives included designing an entrance that simulates a virtual player tunnel, equipping themed changing rooms with atmospheric audio, enhancing video displays with detailed sound, and developing "The Cage," an interactive Virtual Reality area where visitors can test their skills on a virtual pitch. Given the unique and specific technology requirements, The Armoury team collaborated with design firm 442 and installer Knektd Ltd. to bring this vision to life.
Integrating Seamless Audio Solutions:
Interactive Retail Experience
In order to fulfill the sophisticated requirements of this interactive store, it was crucial for the audio hardware to deliver exceptional power and detail while seamlessly blending into the environment. To meet these demands, the team at Knektd chose the Sonance Professional Series and Sonance Invisible Series speakers. The Sonance Professional Series speakers feature a minimalist design, providing a clean and unobtrusive aesthetic that complements the space. With 70V/100V capabilities, they ensure the necessary coverage and power for the project. For areas where visible speakers might disrupt the ambiance, the Sonance Invisible Series speakers were strategically implemented. Furthermore, all selected Sonance speakers were compatible with EASE software, facilitating precise specification and measurement of speaker placement and output for an optimal auditory experience.
Enhancing Retail Atmosphere
To create an authentic game day atmosphere, Sonance Invisible Series speakers were installed in the ceiling of the entrance tunnel. Their wide dispersion of over 170 degrees ensures the sound is immersive and the source of the audio is difficult to locate, enhancing the realism of walking through a player tunnel. Completely hidden behind the plaster ceiling, these speakers contribute to an enveloping auditory experience. Additionally, Sonance Professional Series 6” in-ceiling speakers were placed strategically along the lower half of the tunnel, paired with PIR sensors to replicate the sound of football cleats on a hard surface as visitors walk through.
For the changing rooms, Sonance Professional Series in-ceiling speakers were chosen to craft tailored auditory environments. One room captures the sounds of the Arsenal Tube Station, another simulates the Club’s Locker Room ambiance, and the third evokes the atmosphere of Emirates Stadium. In the video wall areas, Sonance Professional Series pendant speakers were installed just above the viewing areas to captivate and engage customers. Careful calibration ensured these speakers provided the right volume and output, making the audio inviting without being overpowering.
Transforming The Armoury
The Armoury has been transformed into a uniquely immersive and engaging shopping experience for football fans. By integrating audio that interacts seamlessly with the environment, it offers a full sensory immersion that leaves customers with an unforgettable sense of being part of the game and Arsenal FC.