case study

AURES
LONDON, UK
When two entrepreneurs set out to create Europe’s best-sounding
venue, they had only one pro audio brand in mind

The Challenge
Immersive 3D soundI“This setup is different from what other brands call‘immersive sound’,” explains Barrand. “It’s a different type ofconfiguration and it doesn’t lean on the DSP, it uses analog
fill instead, so the boxes are doing what they should bedoing at the right time, creating a much more real sound.”Why did Barrand choose to install 40 XY-81 units? “Theone-inch compression driver produces a more natural
frequency response, which suited the venue perfectly,”
he says. “Using a reflex-loaded cabinet means everythingis in line, which transpires to minimal delay from theconfiguration. This produces a more natural soundbecause you’re not delaying everything.”

Within this hub of cutting-edge urban
culture, eight former railway arches
are being developed into independent
restaurants, bars, and entertainment
spaces. And when passionate
audiophile Sam Davis heard about theproject, he knew it was the perfectplace to realize his dream of creatinga venue that would use immersive
technology to connect artists andbrands with their audiences on adeeper level than ever before.

The system is the world’s first permanent 3D and true
stereophonic sound system and since it was unveiled in
mid-2018, Aures London has hosted numerous audio
experiences for artists, music companies, and brands.
The crystal-clear sound – which is perfectly consistentwherever you are in the room – has received rave reviews
and numerous comments that even the most familiar
songs sound brand-new when played on the setup.

At Aures, it’s not about volume, it’s more about controlling sound.
We can still create loudness but it’s only 90dB and the sound40 x XY-81

remains the same no matter where you are in the venue.

10 x XY-115S
4 x XY-118S“We went and listened to a Pioneer Pro Audio setup at aplace nearby and the first thing I noticed was that we weresurrounded by sound. Despite it being a L-R studio setup, it
was pushing the boundaries,” remembers Davis. “It’s quite
a weird experience to be immersed in a sound system andthat was what I was really attracted to.”Pioneer Pro Audio Manager, Alex Barrand, set about
assembling a system that’s suitably unique for Aures
London, which accommodates 300 standing, or 100
seated, guests. Among its 54-box setup, which covers
three sound planes, Barrand flew several clusters of four
XY-81 8-inch two-way loudspeakers with an XY-115S 15inch bass reflex subwoofer in the center of each group.

n the heart of London lies Waterloo
Station and, beneath it, Leake Street.
Also known as Banksy Tunnel, thisfamously atmospheric passage is
Europe’s largest legal graffiti site. Here,the darkness is illuminated by thekaleidoscopic creations of artists whocome from far and wide to make theirmark before their work is painted overby the next ‘writer’.

System at a glanceWith more than 20 years’ experience in hospitality, Daviswas frustrated by the poor sound quality offered by mostvenues. So, he teamed up with marketing guru Catherine
Radojcin and together they got to work at Aures London
with the aim of creating the best-sounding venue inEurope. When looking for a pro audio partner, they didn’t
have to go far.

Sam Davis | Co-Founder | Aures, London

There’s no limit to the boundary-breaking events that Aures
London has in store. Multisensory experiences including
holograms, projection mapping, and even custom scentsare all in the pipeline. With such an ambitious project, it
was essential to have an audio partner who understood thebig picture and was enthusiastic about shaping the system
to make fresh possibilities a reality, rather than simply
installing speakers and taking the money, explains Davis.

“We wanted to be as geeky and as science-like as possible
and none of the other brands had sonic immersion, so thatwas what made us think Pioneer Pro Audio were geeky,”
Davis recalls. “Pioneer Pro Audio did everything right, wehad a common ground of geekiness, so I knew we could
create something that would be scientifically true. We
looked at other brands, but my main thing was always thepost-sales, tuning, making sure everything is right, andgetting artists in here. We wanted people to walk out ofAures London and say, ‘wow that was nuts’. Being able
to work together to constantly improve and develop thesystem really matters to me.
Aures is the latest in a line of world-renowned festivals
and nightclubs to partner with Pioneer Pro Audio. Since
launching in 2013, speakers from three versatile ranges
have been installed at events and venues including Lovebox
and fabric in London, Ultra in Singapore, KM5 and Ushuaia
Tower in Ibiza, and Sound Nightclub in Los Angeles.

About AlphaTheta Corporation (former company name: Pioneer DJ Corporation)
AlphaTheta EMEA Limited is the subsidiary of AlphaTheta Corporation responsible for sales and marketing in EMEA. For more than 20 years, the Pioneer DJ
brand has been a market leader in the design and production of innovative DJ equipment and software. The company works closely with DJs and clubs todeliver next generation products that inspire and shape the global dance music community and has recently launched a new range of musical instrumentsfor production and live performances. Its portfolio includes brands such as TORAIZ, Pioneer Pro Audio and Pioneer DJ Radio as well as social platforms KUVO
and DJsounds. AlphaTheta Corporation is a privately held company headquartered in Yokohama, Japan, and is led by President and CEO Yoshinori Kataoka.

WWW.PIONEERDJ.COM

Pioneerproaudiowww.Pioneerproaudio.com