Genelec 4430 Smart IP loudspeakers were recently installed at the new MAAP Berlin LaB experiential retail space, which has been designed to merge design with cycling culture. As a premium performance cycling apparel brand, MAAP attempts to craft physical spaces that embody its brand ethos, and for the Berlin MAAP LaB, sound was recognised as a pivotal element in shaping the customer experience.
MAAP’s brief called for superior clarity at low volumes and the ability to increase the playback levels for events without compromising on quality. The project was led by Matt Ward, manager of MAAP LaB in Amsterdam. Ward has a long history as a music professional and worked closely with Genelec and project integrator B.I.N.S.S Medientechnik .
For the Berlin LaB, which opened in December, seven Genelec 4430 Smart IP loudspeakers were selected. The 4430’s network compatibility offered flexible installation, requiring just a single CAT cable for audio, power and management.
The MAAP Berlin LaB features an open layout filled with cycling apparel, which naturally absorbs sound. This allowed B.I.N.S.S to forgo additional acoustic treatments. Instead, they tuned the loudspeakers to the space, achieving balanced sound levels and eliminating dead zones or harsh hotspots.
Ward said: “Sound is not just an accessory; it’s part of the DNA of the space. We wanted an environment where sound feels organic and immersive — inviting customers to connect with the cycling culture we represent.”
Christoph Schlenther, sales manager at B.I.N.S.S., added: “The simplicity of installation was a game-changer. Genelec allowed us to effortlessly integrate exceptional sound into the sleek, minimalist design of the space. The 4430s deliver remarkable fidelity. They create an immersive experience without overwhelming the listener, which is crucial for retail. It ensures that customers feel at ease, and encourages them to stay longer.”
The soundscapes at the Berlin LaB are designed to reflect both the city’s vibrant electronic music culture and MAAP’s brand identity — which they define as “energetic yet refined”.
Ward added: “Our goal was to evoke the energy of Berlin while staying true to MAAP’s ethos. Sound influences how customers perceive the space and, by extension, the brand. Feedback has been overwhelmingly positive. We’ve had customers tell us that the sound is what makes the space feel alive. That’s the ultimate compliment — it means the system is doing its job.”
