Philips’ Woox Wall has been launched in the Middle East

An in-store entertainment ‘Wall’ of synchronised hi-fi systems has been built by Philips at Al Ghandi Electronics showroom in Dubai, UAE.

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By  Kieran Potts Published  November 14, 2001

At Dubai’s Al Ghandi Electronics showroom today, Philips put its new Woox Wall on display for the first time in the Middle East. The Wall is designed to create an in-store activity that grabs consumer attention. At least twelve Philip’s hi-fi systems play the same track of music, with accompanying flashing LED’s, simultaneously.

The concept of the Wall was developed specifically to promote a new sound technology — called Woox — that boosts overall sound performance by improving bass. Woox technology is patented by Philips and built in to all of their new hi-fi systems.

The lower and more dynamic the bass, the higher the impact of the music. However, since the human ear does not recognise low frequencies at the same level as high frequencies, bass sounds need to be enhanced in order to create richness in sound.

Philips claims Woox technology achieves this without the usual need for expensive or bulky external devices, such as subwoofers and loudspeakers.

The Woox Wall — made up of individual hi-fi units — adds some entertainment (and a great deal of amusement!) to audio stores. Philips have found that the Wall significantly increased sales of their hi-fis in Singapore and India; now the company hopes it will do the same in the Middle East.

“Consumers want to recognise the key benefits of a product instantly, without long brochures and complicated explanations,” explained Olivier Delahaye, general manager of Philips in the Middle East and Africa. “Deliver that message to them in a creative and impacting way, let them see it and hear it to believe it, and you effectively communicate your product’s competitive advantage.”

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