KEF opened its flagship showroom in the heart of the nation’s capital in 2024. EI presented a tour around this landmark platform for the brand and the AV sector at the time of launch. Re-presented here on-line for the first time.
Carried out by Nucleus, this project presented a serious challenge in terms of its scale and complexity. Nucleus was founded nine years ago by Durgesh Sinh. The company grew from an IT consultancy that Durgesh was a partner in and organically got involved with the CI market. Based in Borehamwood and servicing the surrounding areas and London, the company also on occasion takes on national and international projects. The team is made up of 10 experienced professionals able to take on any project the CI world can throw at them.
Durgesh explains, “Nucleus were introduced to key members of the KEF Team, who had acquired three floors of the central London property. The first floor had been converted into KEF’s London office, where the ground floor and basement were earmarked to build a showroom and experience space.
“The plan was to create a showroom, but instead of simply building rooms of kit on demo, we wanted to create a cohesive space that was fully integrated and installed in the same manner as it would be in a high end residential custom install, while still operating as a commercial space, and have the flexibility to be utilised as event space for KEF and collaborative brands. Like all projects, there were construction issues and design decisions that lead to changes over the course of the project, from layout changes, to rack locations and everything in between.”
The space is divided into several distinct areas, each serving a different purpose.
MAIN GALLERY AND EVENT SPACE
The Main Gallery and Event Space serves as the primary welcoming area and multifunctional hub of ‘KMG London’. It showcases the KEF product line and doubles as an event space with a seating area for the Coffee Shop. Performance-wise, this space is equipped with a 10.8.8 Dolby Atmos system featuring KEF LS50 Meta, Ci200RR THX ceiling speakers, and KC92 subwoofers, driven by a Trinnov Altitude 32 processor and amplification. This setup delivers a versatile audio experience capable of high sound pressure levels for events, immersive Atmos playback and live performances, aligning with KEF’s high standards. The flexibility to reconfigure audio setups, along with multiple data, audio and video I/O points, enables a wide range of event and demonstration possibilities.
KEFé
The KEFé area is designed to function seamlessly with the overall audio experience while allowing for conversational ambiance. Equipped with four KEF ceiling speakers, this zone operates independently from the main system to maintain appropriate volume levels for a relaxing café environment. This strategic separation ensures that guests can enjoy music without the audio overshadowing conversation, enhancing the customer experience in this casual setting.
PODCAST STUDIO
The Podcast Studio is acoustically treated to create an optimal environment for recording and broadcasting. It features KEF LS50Wireless II bookshelf speakers and KEF Mu7 headphones for precise audio monitoring, with provisions for additional speakers if needed. Privacy and sound isolation are enhanced through automated acoustic curtains and a specialised door separating it from the Main Event Space. The studio also includes a Sony OLED display connected as an NVX endpoint, providing flexibility in video content management and broadcasting capabilities. Control is facilitated by a Crestron touch panel, ensuring ease of use and quick adjustments to suit various recording scenarios.
STAIRCASE
The Staircase, a transitional space between the ground floor and basement, is transformed into an immersive experience with a bespoke 10-channel Dolby Atmos setup using KEF Ci160RR-THX ceiling speakers. This installation goes beyond typical Atmos configurations, providing a unique auditory journey as visitors move through the space. The area is further enhanced by customisable lighting that adjusts colour and brightness, creating a captivating descent that ties together the thematic elements of the entire facility.
THE HUB
The Hub functions as a versatile training and meeting room, outfitted with a 77in Sony OLED display, Crestron Air Media for BYOD (Bring Your Own Device) functionality, and various KEF ceiling speakers. These speakers can be compared side-by-side using a Crestron DM-NAX-8ZSA zone amplifier and an integrated AudioFlow speaker switch, allowing detailed performance evaluations. This room is designed to support multiple uses, from product training to corporate meetings, with robust video conferencing capabilities featuring a Huddly L1 camera and Polycom speaker-microphone devices, ensuring a professional and adaptable environment.
THE ATELIER
The Atelier is designed as a showcase for the various finishes available in KEF products, with background audio provided by two KEF ceiling speakers. It includes provisions for future data and AV outlets, ensuring the space can evolve as needed. This adaptability is crucial for demonstrating the customisable aspects of KEF products, emphasising the brand’s commitment to both aesthetics and performance.
LIVING ROOM
The Living Room exemplifies a high-end media room that supports both Dolby Atmos and traditional two-channel Hi-Fi listening. It includes a setup with KEF in-wall and ceiling speakers, subwoofers and a Yamaha A8A AVR with AudioControl amplification. A custom Future Automation lift allows the display height to be adjusted, accommodating different speaker configurations. The room’s design emphasises flexibility, allowing quick swaps between speakers and amplifiers to demonstrate various setups. Control is streamlined via a Crestron touch panel and remote, catering to high-end audio enthusiasts and those seeking the ultimate listening experience.
ULTIMATE EXPERIENCE ROOM
The Ultimate Experience Room, or UER, is designed to deliver the pinnacle of both Hi-Fi audio and home cinema experiences. It operates in three modes: Reference Cinema, Ultimate two-channel listening, and a hybrid mode that integrates the two. The room features a 9.14.4 Dolby Atmos system with KEF Reference in-wall speakers, subwoofers, and a Trinnov Altitude 32 processor. Additionally, limited edition Muon floor-standing speakers are incorporated for the Hi-Fi modes, offering a distinct auditory experience. The advanced integration of Trinnov Waveforming ensures optimal low-frequency control, making the UER a showcase of KEF’s highest capabilities in both performance and versatility.
THE CHALLENGE
Durgesh explains, “One of the primary challenges was designing a space that could seamlessly transition between its various functions: showroom, podcast studio, event space, training hub and coffee shop—without compromising performance. This required meticulous planning of the layout and AV infrastructure to ensure each zone could operate independently yet harmoniously when needed. Balancing acoustics for diverse uses, from quiet listening areas to high-energy live performances, was a complex task that necessitated advanced acoustic treatments and dynamic audio calibration.
“The need to future-proof the installation while maintaining high performance presented significant technical hurdles. The project demanded a scalable infrastructure that could accommodate foreseeable changes in technology and usage. This involved installing flexible data, audio and video connections throughout the facility, ensuring that new components could be integrated with minimal disruption. Achieving this level of adaptability required careful selection of versatile and robust control systems, like Crestron, that could handle the complexity of the multifunctional environment.”
Getting the acoustics and performance to the right standard was also no mean task.
Durgesh reveals, “Each area of the facility had unique acoustic requirements, from the highly dampened podcast studio to the immersive Dolby Atmos setup in the Main Event Space and Staircase. Ensuring optimal sound quality across these varied environments required advanced acoustic modelling and precise speaker placement. For example, the stairwell’s unconventional Atmos layout needed custom content to fully exploit its potential, which was a challenge to implement within the standard Atmos specifications.”
Control also had to be spot on, as Durgesh comments, “A major challenge was integrating the various control systems into a unified, user-friendly interface. The facility’s diverse needs—ranging from lighting control with brightness and colour temperature adjustments to managing multiple audio zones and video endpoints—demanded a sophisticated and customisable control solution. Developing a seamless interface for Crestron that could manage DALI Type 8 lighting fixtures through a custom protocol bridge was a notable technical feat, ensuring that the complex lighting requirements were met without sacrificing usability.”
Great aesthetics across the space was also paramount. “Incorporating advanced technical features while maintaining a high level of finish aligned with brand values was another challenge,” says Durgesh. “This included hiding extensive cabling and AV hardware within the industrial luxury design theme of the ground floor and the contemporary high-end residential style of the basement. Custom solutions, such as bespoke bookshelf brackets for the speakers and discrete I/O points for AV connections, were essential to achieving the desired aesthetic without compromising on performance.”
NETWORKS
Establishing a robust, segmented network that could support high-bandwidth applications, secure guest access, and reliable data capture for marketing analytics was also critical. Integrating this with the building’s HVAC, security and alarm systems into a single overarching control platform posed technical challenges, particularly in ensuring that the network remained secure and stable under varying loads and use cases.
High-end audio is also a feature of the space and implementing the systems, such as the Trinnov Altitude 32 for Dolby Atmos and the complex multi-channel setups, required precise calibration and tuning to achieve the desired sound quality. The project demanded careful coordination between different audio processing and amplification components to ensure that the immersive audio experiences met the high expectations set by KEF and its brand standards.
Lastly, the team needed to deliver a system that was not only high-performing but also easy to maintain and service. The solution required careful selection of hardware and software components that were reliable and supported remote diagnostics and updates, reducing potential downtime and ensuring consistent performance across all areas.
By addressing these challenges with innovative solutions and meticulous planning, the project successfully delivered a multifunctional space that meets the high standards of performance, adaptability and aesthetics required by KEF and its target audience.
PUSHING THE ENVELOPE
Taking on a project like this also meant getting the very best out of all the products and systems installed, so the cinema was professionally calibrated and tuned to achieve optimal performance. The audio calibration was conducted by David Meyerowitz, Technical Sales Manager International at Trinnov and the video calibration was handled by Ricky Jennings, Director and Owner at Kalibrate, both well-known experts in their respective fields.
Durgesh explains, “David from Trinnov meticulously calibrated the Dolby Atmos system, optimising levels and EQ to ensure that sound is accurately reproduced across the entire listening area. This process helps to neutralise the effects of room acoustics, resulting in a balanced and immersive sound field that aligns with KEF’s high standards. The calibration also fine-tunes integration among different audio modes, such as incorporating Hi-Fi two-channel (Muons) and reference cinema speakers, ensuring seamless transitions and cohesive performance.”
Trinnov’s WaveForming technology was employed to manage low frequencies using the 14 subwoofers in the Ultimate Experience Room. This technique ensures consistent bass response throughout the room, eliminating common issues like uneven or excessive bass, thus providing a smoother and more engaging listening experience.
Durgesh adds, “Ricky from Kalibrate focused on the video aspects of the cinema, using precision calibration to adjust the Envy madVR, including colour accuracy, contrast, brightness and sharpness. This ensures that the visual elements match the high fidelity of the audio, delivering a truly immersive cinematic experience. Ricky’s expertise guarantees that the projector’s output aligns perfectly with the room’s screen size and lighting conditions, enhancing image clarity and detail.”
Durgesh adds, “The combined efforts of David and Ricky ensured that both audio and video elements work harmoniously, providing a synchronised AV experience that maximixes the potential of the KEF products and associated hardware. This holistic approach ensures that whether it’s a quiet dialogue scene or an action-packed sequence, both sound and visuals are presented with unmatched clarity and impact.
“The calibrations were tailored to the unique acoustic and visual requirements of each space within the project, from the Main Event Space to the Ultimate Experience Room. This customisation allows the facility to support a wide range of functions—from live performances and cinema screenings to professional podcast recordings—without compromising on performance quality.”
So, is it possible to pick a favourite aspect of an install like this?
Durgesh replies, “One of the standout aspects of the completed project is the Ultimate Experience Room. This space perfectly encapsulates the project’s ethos of pushing boundaries and delivering the highest levels of audio and visual performance. The room’s ability to switch seamlessly between a reference cinema, an ultimate two-channel Hi-Fi setup, and a hybrid mode that blends the two, offers a truly unique and personalised experience that showcases the versatility and potential of KEF products.
The intricate calibration work by David from Trinnov and Ricky from Kalibrate elevates this room beyond a typical demo space— transforming it into an immersive environment that genuinely captivates and inspires.
“The integration of Trinnov’s waveforming technology for precise low-frequency control, along with the impeccable video calibration, ensures that every detail of sound and vision is presented at its absolute best. What makes this room particularly special is its ability to provide a ‘wow’ factor for every visitor, whether they are seasoned audiophiles or newcomers to high-end AV systems. The Ultimate Experience Room is not just about showcasing technology; it’s about creating memorable experiences that connect emotionally with the audience.
“Ultimately, the ability to offer a flexible, top-tier audio-visual experience that can adapt to various needs while consistently delivering outstanding performance makes this space my favourite part of the project. It’s a testament to the collaborative efforts of everyone involved and serves as a true representation of what high-end AV can achieve.”
The final word goes to client, Sarah Yule, General Manager KEF Music Gallery, London, “This was a very unique and complex brief. A space that has many purposes and is at the forefront of technological possibility. Nucleus handled this complex task with pragmatic confidence and patience, delivering a world-class solution that is future proof and worthy of the excitement everyone involved genuinely feels. Their work has been prompt, detailed, honest, and of the highest quality. Every detail has been carefully planned to be on brief and in-fitting with interior design. They have brought true expertise and excellent solutions.”
Essential Kit List Cinema Room (Ultimate Experience)
• KEF Ci5160REF Meta THX x 3
• KEF Ci3160REF Meta THX x 6
• KEF Ci250RRM THX x 4
• KEF KC92 x 14
• Trinnov Altitude 32
• Trinnov AMPLITUDE 16
• Sony VPL-XW7000/B Projector
• Future Automation PD3.5-740 – Projector Lift
• MadVR Envy Extreme MK2
• Stewart Stealth Roll Down Acoustic Transparent Screen with Side Masking Anamorphic (16:9 native) 1
Cinema Room Music Mode
• KEF Muons freestanding x 2
• Soulution 511 mono x 2
• Preamp Burmester 088
• Streamer – Lumin P1
• Turntable – Thorens TD124DD/ Cartridge/Amp
• NAS Drive with Roon
Sources
• Apple TV 4K x 2
• Sony Blu-Ray UBPX800
• Nvidia Sheild Pro
• Kaleidescape – Strato Player and Server 22TB
• Brightsign Atmos Player