Tateside has designed and installed a bespoke audio system to elevate the VIP experience.

Selfridges' flagship store on Oxford Street in London is internationally renowned for transforming shopping into an immersive leisure experience. For its most exclusive clientele, the VIP Shopping Zone takes this concept even further, combining personal shopping services with hospitality, exclusive events, fine dining and other premium experiences.

Following the successful delivery of several previous projects within the store, Tateside was selected to design and install a bespoke audio system to enhance this exclusive environment.

The former meeting room floor, which we first fitted out around eight years ago, has been transformed into a VIP environment featuring a lounge, bar, private dining areas, terrace and a dedicated DJ space, explains Jack Cornish, Technical Director at Tateside.

Tateside was involved from the earliest consultation stages alongside Selfridges, working closely with several departments, including the visual merchandising and IT teams, to balance technical performance with the desired aesthetic.

"The brief was to deliver a high-performance audio system centred around striking vintage-inspired loudspeakers for the main lounge and club area, complemented by a much more discreet background music system throughout the rest of the space", explains Cornish. "The goal was to create a premium audio experience that not only delivered exceptional sound quality but was also intuitive and easy to control".

An audio system that is also part of the design

At the heart of the project is the spacious Club Lounge and bar area, where the team designed an audio system intended to make an impact both visually and acoustically.

We selected two limited-edition Klipsch + Ojas kO-R1 loudspeakers as the centrepiece, suspending them from the ceiling to immediately capture attention as visitors enter the space. We wanted these iconic loudspeakers to become genuine design features rather than hiding them away, says Cornish.

Their minimalist birch plywood enclosures, inspired by retro aesthetics, deliver the vintage look the client was seeking while also providing the performance required for events and DJ sessions.

The main loudspeakers are complemented by Martin Audio CDD8B models and SX212 subwoofers, while the Corner Club event area features CDD6B loudspeakers paired with an SX210 subwoofer. "The floating DJ booth is not only a visual focal point but also the element that brings energy into the space, allowing the atmosphere to shift from relaxed to much more dynamic", explains Cornish. "The audio can also be routed to the other VIP areas to create a consistent atmosphere throughout the venue".

Integrated sound throughout every space

The private dining rooms feature Bowers & Wilkins CCM362 in-ceiling loudspeakers, while the outdoor terrace is equipped with weather-resistant Bowers & Wilkins AM-1 loudspeakers.

The main terrace includes eight Audac WX502 wall-mounted loudspeakers designed for background music, speech reinforcement and outdoor DJ performances, with local controls allowing quick and easy system adjustment.

Audio accompanies visitors throughout the entire journey. Corridors and the jewellery area also feature Bowers & Wilkins CCM362 in-ceiling loudspeakers, providing consistent yet discreet sound coverage. Even the fitting rooms have been carefully designed to deliver a personalised and immersive experience, incorporating partnerships with premium brands, including Bang & Olufsen televisions.

To maintain high audio quality across all ceiling-speaker zones, Tateside opted for a Zero-Ohm system capable of preserving full-range audio while ensuring an efficient and scalable installation.

Dante-based control

The entire system is managed via a Dante-based infrastructure, enabling audio signals to be routed between the different areas of the space.

At the core of the installation is a Bose EX1280 processor with 64x64 Dante signal processing, working alongside Powersoft Unica amplifiers to power every zone while ensuring flexibility, high performance and reliability. Staff can control volume levels and source selection through dedicated iPad and Mac applications, while wall-mounted control panels provide fast access to key functions in the main areas.

The audio matrix also allows signals from the lounge DJ booth to be routed to other areas, including the outdoor terrace. Since the opening of the VIP Shopping Zone, both customers and staff have been enjoying an environment that seamlessly blends retail, hospitality and premium audio.

For Tateside, successfully delivering an audio system to one of London's most prestigious retail destinations marks a significant milestone. Close collaboration with all project stakeholders made it possible to carefully balance design, performance and ease of use.

Beyond the installation itself, Tateside continues to provide maintenance and system management services to ensure the audio experience remains consistent and adaptable to future requirements.

Ultimately, the goal was to create an environment that feels effortless for users while delivering a premium experience in every detail. Whether it's a quiet personal shopping appointment or a high-energy event, the system provides the flexibility to adapt to every scenario while consistently delivering exceptional sound, concludes Cornish.