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SAW helps EGG create a next-gen retail experience

SAW helps EGG create a next-gen retail experience

SAW helps EGG create a next-gen retail experience

South Africa:

Working to the brief supplied by Shawn Godfrey of retail solutions specialists Lumalytic (PTY) Ltd and interior designers TDC & Co, Stage Audio Works (SAW) recently designed, supplied and integrated new AVL systems for the 2,700m2 EGG retail experience in Cape Town’s Cavendish Square.

EGG is a futuristic retail concept described as an “omni-channel platform” that combines the elements of the physical shopping experience with digital innovation – brought to life by an e-commerce platform and interactive consumer app. Mike Summerfield, distribution sales manager at SAW elaborated: “We are delighted to support the EGG initiative in South Africa with our expertise in AV supply and conceptualisation. It is exactly the sort of ambitious, forward-thinking project that SAW excels in materialising. Working in tandem with Shawn Godfrey, our role was to bring the project to life, providing the technological solutions required. EGG truly offers a unique retail experience that has never been witnessed before in South Africa.”

For store-wide background music, paging and announcements, SAW designed a 12-zone distributed system comprising 104 Audac speakers suspended in clusters of four to allow for 360° coverage and supplemented by 12 Audac subwoofers. The team also crafted a separate system for the central entertainment zone, equipping it with more powerful Yamaha speakers better suited for live performances and a Pioneer DJM-900 mixer and two CDJ-900 Nexus CD players.

The entire audio system runs on a Dante network with control via QSC Q-SYS, which allows any input to be routed to any of the 12 zones. Two touch panels with custom GUIs were installed to control the audio, video and lighting equipment throughout the store, and staff communications were similarly streamlined via an Atterotech Paging Station.

SAW matched the sound design with a comprehensive video solution. Five Pixel Plus P2.5mm LED digital signage screens, supported by a further two LCD screens for the entertainment zone, were positioned strategically around the site, with the intention of encouraging natural flow and promoting brand awareness. Video playback is handled by five quad-output Lenovo Thinkstation P330s, triggered via Q-SYS scheduling, allowing the client to adapt the experience across the store at their discretion.

In terms of lighting, SAW was tasked with equipping the central entertainment zone, one of the focal points of the store. “Our clients had a clear vision of how they wanted the space to look and feel,” explained Summerfield. “The operative word was dynamic. To achieve this, we installed an array of Cameo PAR Wash lights and ACME Profile moving head LEDs, controlled with a HighEnd System Hog 4 Widget triggered via Q-SYS. We were also asked to supply a pixel arch which we created by running over 65m of RGB pixel tape controlled by a DMX module across a series of specially created arch structures. I have to say it looks really cool.”

Commenting on the project’s success, SAW CTO Nathan Ihlenfeldt commented: “The EGG project was a fantastic opportunity to showcase SAW’s potential to supply large scale, cutting edge technological solutions. We are thrilled to align ourselves with a progressive enterprise that is taking steps to evolve the modern retail experience, in South Africa, and the rest of the world.”



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