Sound Division had refurbished the existing equipment in newly-acquired operations in Muswell Hill and Wimbledon, before being offered the contract to install a full JBL system on the South Bank.
"The Giraffe concept is a global one - and music is a very important part of the overall experience," said Sound Division managing director David Graham. "The quality of the sound system needs to reflect this."
In fact music assumes such high priority that Giraffe markets its own CD compilations (via Putumayo World Music) as part of a vigorous merchandising operation. It also maintains a World Music Top Ten based around ethnic music from Brazil, Africa, Jamaica, The Caribbean, Cuba and the Celtic countries.
Sound Division's brief for the South Bank was to provide a set-up giving high clarity and deliver a seamless mix of ever-changing music from 7.45am(when the venues open). The company responded by supplying a Pioneer 25-disc multi CD player, feeding music to four distinct zones via a Cloud Z4 mixer and a selection of JBL Control 25AV, Control 28 and Control 24C (ceiling speakers).
Recognising that the concept is constantly evolving, in both the South Bank and Spitalfields (where the latest Giraffe, opened last month) Sound Division has provided portable DJ systems based around Technics SL1210 turntables and Vestax PMC004 DJ mixers).
Meanwhile, the Giraffe group continues to grow partner Juliette Joffe confirmed that it plans to add out-of London sites. She says, "While we are attempting to look at slightly larger units, we are happy to operate from as little as 70-capacity up to 200 - including high street sites. It's all about finding the right locations." Currently these locations include Brighton, Bristol and Manchester as future roll-out potentials.
(Jim Evans)
