Generation AV, Martin Audio’s distributor for Asia-Pacific, has doubled its demonstration and training space in Ubi, Singapore, responding to a growing demand in the region for hands-on learning and system expertise.
The new Experience Centre works both as a regional training centre and as an integrated demonstration space, where visitors can listen to systems from Martin Audio and its sister brands TiMax, Optimal Audio and Linea Research.
The premise is that a loudspeaker system has to be heard in a real room, not judged on a spec sheet. “Our goal was to build an environment where clients can get up-close and fully experience Martin Audio systems in person,” explains David McKinney, Managing Director at Generation AV. Beyond demonstrations, the aim is for the centre to become “a natural gathering place where clients and partners alike can learn, network, and collaborate.”
Why Singapore
Singapore is the central location in Asia; it’s very easy to get to for a lot of our clients. Many partners and customers can stop by on short trips, even whilst they are transiting around the region, says McKinney.
More room to listen and compare
The new centre is roughly double the size of the previous space. The extra room allows more flexible demonstrations, and dedicated offices make private customer meetings possible. For sound designers and system engineers, one of the most relevant features is a TiMax spatial audio demonstration built around Martin Audio FlexPoint loudspeakers, which lets them evaluate spatial sound in a real listening environment.
According to McKinney, the first version of the centre drew strong engagement across the region; the new one adds market-focused solutions and a much stronger emphasis on education and training.
Training, the real driver
I think there’s a big hunger for learning right now in the industry. We expect to host a lot more education initiatives here, such as training programmes, alongside our standard product demonstrations, McKinney observes.
The company’s own evolution follows the same line. Generation AV started with a single employee and now has offices in Singapore and Mumbai and a team of 14 people, with more resources put into technical support and applications in response to the rising market demand for system expertise.
McKinney sees the investment as a long-term commitment rather than a short-term gain: “If we can show off our products and brands in the best way, that definitely makes it much easier to do business. This is a natural next step.”
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