When a creative giant sought a space to narrate its stories, HAVI Design and Velotech stepped in to bring their vision to reality. Naila Nadeem reveals how they achieved it.
For an advertising giant like Dentsu whose business thrives on impactful storytelling and grabbing attention, having a space that presents an engaging narrative was an obvious necessity. And so, it is only natural that the brand’s expectations for AV solutions in the revamp of its Mumbai headquarters were sky-high.
To realise the client’s end goal, HAVI Design was appointed as the integrator for the project while Velotech served as the consultant.
Manikk Guptha from HAVI Design takes us through the beginning of the creative journey: “This particular opportunity was introduced to us by the consultant, who mentioned that the client was looking for a reliable integrator with a strong presence in Mumbai. We are headquartered in Delhi with offices located in other parts of India, Mumbai being one of them.”
He continues: “Since the project’s architect was also based in Delhi, the consultant suggested that we present our capabilities to the architect since they would play a key role in recommending vendors to the client. We then conducted a presentation for the architect and subsequently, the client. However, the project’s commercial aspects were highly competitive. The client was pretty price-sensitive and had issued an RFP to several other system integrators in Mumbai, who quoted very aggressive prices. Since this was our first project with Dentsu, we saw it as a valuable opportunity to establish a long-term relationship with them. The client provided us with a target number to match, and after working diligently on the backend, we successfully secured the project.”
In terms of the project’s requirements, the client sought to create a modern and efficient environment that enhances communication, collaboration, and user experience across key spaces like the boardroom, experience centre, and cafeteria. The right balance between functionality and sensory-rich experiences had to be curated and met.
The ‘in-between’ spaces
For this project, the traditional focus on AV in meeting spaces was shifted towards the ‘inbetween’ spaces which took centre stage — a recurring trend in India’s corporate scene. Manikk provides his insights: “I believe all major Indian MNCs are now actively investing in creating experiential spaces in their offices. The trend towards experiential spaces has really changed the game. While cost can sometimes be a challenge for clients, the aspirational value of such spaces is undeniable.”
A case in point: When clients step into Dentsu’s Mumbai office, they’re immediately greeted by an immersive experience that sets the tone for the creative journey ahead. An asymmetrical active LED screen from LG lines the walls, displaying artistic visuals along the entrance pathway. Manikk remarks: “This videowall concept has never been implemented in any Dentsu office before. When it comes to content, Dentsu are true masters of art. To truly bring out the vision of their creative material, they emphasised the need for a setup that could support their content. They wanted something different and unique, and the LED wall delivers exactly that.”
The active LED setup is supported by Extron HDMI transmitters and receivers to ensure seamless control and connectivity. To accompany the visuals on the videowall, independent music has been tailored for the pathway. Bose DM5C coaxial ceiling speakers were selected to provide a soundscape effect.
Since the project’s focus lies on the creation of spaces that could showcase Dentsu’s advertising prowess to its clients, a great amount of investment was also poured into the experience centre housed within the headquarters. Manikk describes the thought process: “Dentsu wanted to create something that would leave a lasting impression on visitors. After conceptualising with Velotech, we decided to create a large ‘feature’ wall. The client wanted to display customised content for their own clients, and hoped to do so in a way that was more engaging than the conventional standard projection screen.”
To deliver on this vision, HAVI Design and Velotech believed that a 2-in-1 solution, comprising both LED and projectors, would be able to provide a high-impact visual experience. At the heart of the setup is a 2x2 55-in LG videowall, designed to create a largerthan-life impact for client interactions. Manikk explains why: “The client specifically requested a non-active videowall in this format, allowing for flexibility in content display. They can show different content on all four screens, display a single piece of content across all screens, or split the screen to show separate content on the top and bottom halves.”
To complete the feature wall, two high-lumens Panasonic projectors were deployed with edge-blending technology to create an asymmetric 32:9 display as opposed to the usual 16:9 ratio. Manikk adds: “We also decided to deploy Samsung Flip 2 interactive panels mounted on trolleys. These panels enable one-on-one discussions with clients on a more personal level, while the content displayed on the projectors can serve as visual aid to the presentations.”
On the audio side, a 5.2 surround sound system has been deployed using Bose EdgeMax in-ceiling speakers. To enhance the low-end frequencies, Bose DesignMax subwoofers were deployed and complemented with a Bose amplifier, while a Bose DSP with Dante capabilities facilitated signal processing and distribution. An Apple iPad is placed in the experience centre, and is used to control the volume and music throughout the space.
Regarding the choice of technology in these experiential spaces, Manikk notes: “The client was particularly precise about the products they wanted, including specific brands and model numbers, so we did not have much say in terms of choosing brands for the project. That said, the brands chosen aligned with our vision as well, so we were pleased with the outcome.”
Meetings with purpose
On top of the experiential spaces, high importance was also placed on the meeting capabilities of the Dentsu office. In the boardroom, dual 75-in LG displays have been fitted — one dedicated to presentations and the other for remote videoconferencing. Logitech’s Rally Bar system, paired with the Logitech Tap meeting room touch controller, was chosen for videoconferencing needs.
On the audio side, the room’s soundscape is powered by Bose speakers and an Extron surround sound processor. Manikk comments: “We wanted to make sure the AV system would be intuitive and usable on a day-today basis for all employees or external clients. As such, we decided to install a Crestron AirMedia system, which enables wireless control of all AV functions in the boardroom.”
Lastly, we take a look at the cafeteria which has been designed as a multifunctional hub. Manikk notes: “Many organisations have adopted the concept of townhall meetings in relaxed and casual spaces, such as the cafeteria in the Dentsu office. Cafeterias provide a multi-purpose environment where people can eat, drink, or even host informal meetings, seminars, or discussions.”
To support these various needs, HAVI Design installed a Panasonic laser projector and a motorised projection screen. LG displays were fitted for digital signage and menu boards. The audio system features Sennheiser wireless microphones, a Soundcraft digital mixer, and Bose column array speakers with subwoofers, delivering high-fidelity sound for large gatherings.
Crestron AirMedia receivers have also been installed to facilitate wireless presentations, while Extron distribution amplifiers ensure that signal gets transmitted efficiently throughout the space.
Better outcomes
A common scenario that many AV integrators find themselves in is that they are often onboarded at a later stage of a project, after the foundational works have already been completed. This belated invitation often puts integrators in a tough spot. Manikk shares: “We were genuinely placed in a very challenging position when we received this order. The client had finalised their decisions at a much later stage than they ideally should have – several months late, in fact. This left us in a situation where we had to work around many completed aspects of the site. A lot of interior work was already done, and in some areas, even the ceilings had been closed.”
Navigating these challenges required thorough understanding on the client’s end. Manikk reflects: “The silver lining was that the client was incredibly supportive and fully involved throughout the process. Their team worked closely with us and played a crucial role in helping us get things done. From the outset, we made it very clear that at such a late stage of the project, we wouldn’t be able to handle conduiting and cable pulling. We explained that attempting such works at this point could risk damaging critical aspects of the completed interiors.”
He continues: “We had our team stationed at the site to supervise the entire process. Fortunately, the client had already laid certain raceways and conduits, based on preliminary guidance provided by the consultant. The consultant had advised the client to install these raceways and conduits early on. This foresight definitely made the process much smoother.”
Moreover, HAVI Design and Velotech were tasked to complete all works within an extremely tight timeline. With notice already given at their previous location, the client faced considerable pressure to relocate their staff to the new office by a specific deadline.
To meet this urgency, Manikk details how his team worked around the tight timeline: “We worked in parallel with the consultant’s advice and reached out to the OEMs for tentative availability timelines for the required products. This allowed us to manage expectations with the client, giving them accurate lead times. However, the delivery of certain equipment faced delays. As such, we provided temporary standbys to ensure their operations could commence without hindrance. Around 80% to 90% of the work was completed on time, and for the remaining 10%, we used these standbys until the final materials arrived.”
Though HAVI Design is a master of integration, the active LED videowall along the entrance pathway presented specific challenges for the team. Manikk explains: “The LED videowall had to be integrated carefully because it was designed to blend with the hall’s interiors. The client envisioned a special fabric design surrounding the videowall. To achieve this without compromising on the aesthetic, we first set up a demo for the interior designers, helping them understand the precise finishing required for the corners and the types of materials to be used. While this involved some backand-forth adjustments, the end result was truly impressive.”
The Dentsu project serves as another milestone in HAVI Design’s growing portfolio of successful ventures. Reflecting on the achievement, Manikk concludes: “We are proud to have timely delivered a highly integrated and technically sophisticated AV solution that meets the client’s diverse requirements. Our team navigated complex challenges with a proactive approach and is a testament to our team’s expertise and dedication to exceeding expectations in every aspect of our work.”