Universal Music chooses Smart IP to power pioneering shop experience in Tokyo, Japan

Equipped with six Genelec Smart IP loudspeakers, the space is carefully designed to deliver a high-quality, engaging listening experience. To ensure sonic excellence, the shop turned to the Genelec sound already trusted by Universal's top creators, but how does this translate into a retail environment? We spoke to the team behind the store to explore their vision.

Opened in 2023, Universal Music Store Harajuku is Universal Music’s first self-owned and -run store. Bringing global music and culture to Takeshita Street, the shop is designed as an 'experience store', where fans can connect more deeply with their favourite artists.

Nobuhiko Horiuchi, who oversees the store’s operations, explains that what they've created is far more than just a shop.

“While Universal Music Group operates globally, we've never had a company-owned retail space in any market. With that in mind, we established our first-ever directly operated store here in Harajuku, Tokyo. Our goal is to offer a space that maximises the value of our artists through initiatives such as pop-ups and tour-related projects tied to new releases and special events. Most importantly, we want this to be a place where fans and artists can connect and share experiences that simply can’t be found anywhere else.”

Universal's shop utilises six Genelec 4430A Smart IP loudspeakers.

At the heart of the enterprise is a commitment to expressing each artist’s world, both visually and sonically. By combining exhibition elements with merchandising, the space treats visitors to a rich and seamless blend of audio and visual experiences, which is only possible with a high-quality sound system. While the store initially opened with a different brand of speakers, the team came to realise that an upgrade was necessary and introduced Genelec Smart IP loudspeakers.

“After about a year of operation, we felt the store’s sound system needed to be improved,” explains Horiuchi. “As a music company, enhancing the customer experience through sound was a natural priority for us.”

“We sometimes host pop-up shops to coincide with new music releases, playing the latest tracks while they’re being showcased. For fans, this is often the first place they can hear new music in high quality, so upgrading the speakers was essential to elevate that experience,” adds Horiuchi.

Nobuhiko Horiuchi of Universal Music Store Harajuku.

Universal Music’s studio engineering team was brought in to help meet the store’s ambition of delivering a more refined listening environment – reimagining the sound system.

Shinobu Yamada, who led the sound design, explains, “When we took on the project, our priority was to create a space where customers could experience studio-quality sound. We wanted to bring the clarity and detail of the studio environment into the store. At the same time, it’s still a retail space, so it was important that the sound remained evenly distributed and clearly audible throughout, without interfering with conversations.”

Installing large studio monitors in Universal's retail environment felt unrealistic, so the team set out to find a solution that could deliver studio-quality performance in a more flexible and practical format. Genelec quickly emerged as the natural choice. “It’s a brand already trusted at Universal Music, so reliability was never in question,” says Yamada.

To ensure the best fit, several Genelec models were brought in for evaluation, allowing the team to compare options and select the most suitable solution. The final choice was the 4430A Smart IP PoE loudspeaker.

“We hadn’t initially considered the Smart IP range, as we weren’t very familiar with it,” Yamada explains. “But once we tested it, we realised it was perfectly suited to the space – especially because it only requires a single CAT cable for both power and audio.”

This was a key advantage, as the shop’s open ceiling design meant that visible cabling would disrupt the aesthetic. With Smart IP, a clean installation could be achieved without compromising on performance.

Shinobu Yamada, Sound Designer.

To complement the Smart IP system, two 7360A Smart Active (SAM™) Subwoofers were added to handle low frequencies. The subwoofers were positioned diagonally across the space to ensure even bass distribution, creating a balanced and enveloping listening experience throughout the store.

“Our goal was to create a sound that allows customers to experience something close to a live performance. We didn’t want music to feel like background audio – we wanted it to be a high-quality, engaging experience. To achieve that, subwoofers were essential. While low frequencies aren’t directional, using just one subwoofer would cause the sound pressure to concentrate in certain areas. By installing two 7360As diagonally opposite each other, we created a low-frequency sound field that envelops the entire store, resulting in a much more balanced and enjoyable listening experience.”

To maintain flexibility, the subwoofers are mounted on custom-built trolleys, allowing them to be easily repositioned as the store layout evolves.

Two Genelec 7360A Studio Subwoofer units positioned diagonally opposite each other.

“Since upgrading to Genelec, the sound is consistent throughout the space. Customers frequently comment on the high audio quality – it’s even become a conversation starter. The addition of the subwoofers creates a real sense of immersion, which significantly enhances the overall experience. As a store dedicated to music, having a rich and controlled low end is incredibly important.”

"Our mission at this store is to maximize the value of our artists and to improve our customers' musical experience. I don't think there's an end goal, so we'll continue to re-fine it every day. Genelec speakers are a great support for our customers' musical ex-perience, creating a special place where they can be enveloped in the artist's world through great sound."

Kit list:

6 x 4430A Smart IP speakers for shops and other premises
2 x 7360A SAM™ Studio Subwoofer