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The Rose Shure Experience Centre



Project Length:

12 weeks

Project size:

9,000 sq ft

AV Consultant:

MiX Consultancy


Turner & Townsend




Perkins & Will


With a history of audio innovation that began in 1925, Shure has grown to become a global leader in audio electronics. From microphones to turntable cartridges to wireless gear, Shure make products that help define sound.

Shure opened the brand new Rose Shure Experience Centre in a c.9,000 sq ft space located at 24 King William Street. The customer experience centre showcases Shure’s audio conferencing products in a variety of conference spaces alongside a training room, control room, huddle space, studio, kitchen/cafe and general office space dedicated to Shure associates.

Project overview

proAV worked closely with MiX Consultancy to assist Shure in the design of their technology solution for the centre. Setting design standards proAV were engaged by Shure to design, supply, install and commission the desired solution and to then provide training and ongoing support.

The brief for this project was to adopt a common audio visual solution based on a simple and intuitive systems control interface. This needed to be simple to use and understand, thus creating a standard approach to meeting room technology providing a highly flexible and reliable conferencing and presentation infrastructure which results in facilities that integrate well with the building architecture to ultimately reinforce and communicate the Shure brand through product demonstrations.

The solution

The solution provided was kept simple in terms of both setup and operation, using intuitive systems with the key focus being the audio as the hero. 

Key to the start of this project was the plan to future proof the installation by provisioning a completely dedicated shielded Cat6a cable infrastructure for the Dante, DM and network backbone. Over 150+ cables were terminated within the space to enable a patchable system that could be added to and changed at any time.

The main customer facing areas, including the training room and conference rooms, all needed to highlight the extent of the Shure product range and provide the ideal way to clearly demonstrate the qualities and differences that the products provide. 

LG displays were used throughout the spaces scaled according to room size and requirements from 49” through to two impressive 98” displays in the training space, all mounted using Peerless brackets. 

Crestron DigitalMedia centralised switching equipment provides the core distribution throughout in order to maximise flexibility and minimise equipment in rooms. Crestron room scheduling panels wall mounted outside the rooms handle room availability and booking using a room availability light bar. 

Cisco Webex Room Kits provide high quality video conferencing facilities across the meeting room spaces integrated into a BlueJeans video conferencing platform, a standard for Shure globally. A combination of Shure MXA310 table array microphones and Shure MXA910 ceiling array microphones provide audio input and output with SoundTube’s Dante-based ceiling loudspeakers. Mersive Solstice wireless presentation devices in the larger spaces provide collaborations tools, all controlled in room via a tabletop Cisco 10” touch panel. 

Within the training room a dynamic QSC touch panel linked to a centrally located QSYS Core 510i processor provides an in-room audio matrix and control interface to flexibly demonstrate all Shure’s wireless and wired microphones, DSP and ANI devices including the enhanced processing power of Shure’s Intellimix P300 digital signal processor.  The training room is also programmed to provide a voice lift system, whereby both presenters and audience members can communicate naturally over distance without the need of handheld or other portable microphones, using the MXA910 Ceiling Array Microphones.

The camera arrangement in the training room is provided by 1 Beyond media processing solutions, with two PTZ cameras and one automate camera which interfaces with a range of Shure microphones including Microflex Complete, Microflex Complete Wireless, and Microflex Advance MXA910 Ceiling Array Microphones to recall camera locations triggered by audio and facial movement. 

Further QSC panels are available to move to any conferencing space in order to demonstrate Shure products in other meeting spaces as and when required. MXA910 Ceiling Array Microphones, MXA310 Table Array Microphones, Axient Digital with ShowLink control, Microflex Wireless, and ULX-D wireless Microphones can all be trialled and tested on an adhoc basis.

A Brightsign cloud-based digital signage management system enhances the communications within the demo area and open spaces, informing visitors and clients of the Shure brand and heritage. 

proAV was tasked with integrating the systems on time and on budget, meeting the expectations of a personal environment for Shure sales and marketing staff, and an environment whereby customers - including consultants, AV vendors and end users - could visit the facility and experience Shure’s market-leading products in a working environment.

“The proAV team alongside MiX Consultancy have delivered everything we were looking for, and more. Shure now has a perfect location in central London to operate from – with both office space and an experience centre which is second-to-none. The whole Shure team are enjoying working from the Rose Shure Experience Centre, and it has already proven an invaluable resource for showcasing Shure’s market-leading solutions to customers new and old. Many thanks to proAV and MiX for helping bring Shure’s new London home to life.”

Richard Knott, Senior Manager, Market Development at Shure UK