A premium Indian restaurant and bar in New Delhi, Deja Brew offers high-quality food, a multitude of brews and five-star service. The venue is the brainchild of Naveen Sachdeva, the founder of Cherish Hospitality, along with Parth Chadha and Aashish Goyal following their Ministry of Beer venture. In keeping with the upmarket feel of the venue, Deja Brew required a compact yet exceptional sound system to match.
‘In opening a hybrid brew lounge, we needed a sound system with good tonal quality and great bass. However, due to space constraints, we were unable to install a subwoofer,’ Sachdeva says. ‘It was at this point that Sandeep Duggal at Value Marketing Systems (VMS) Delhi, who has over two decades of experience designing and installing sound systems, suggested Genelec.’
After visiting VMS’s dedicated demo facility, the Deja Brew team opted for a selection of 4030 loudspeakers, favoured for their compact size and active design.
In total, 13 4030 loudspeakers were provided by Genelec’s partner Alphatec AV, the largest distributor of A/V equipment on the sub-continent, and installed by VMS.
‘It became clear at the launch party, where almost 200 people were dancing to the music, that we had made the right decision,’ Sachdeva says. ‘We’re extremely pleased with the sound quality and distinctive appearance of the loudspeakers. Sandeep’s sound design and after-sales service have been excellent.’
Duggal, who is owner and technical head at VMS, explains the motivations behind the purchase: ‘We’ve worked hard to cultivate an energetic vibe at Deja Brew, but where customers can freely converse and relax. It was vital that customers could hear one another over the music. Genelec is well known for having an incredibly clean audio signature, offering unrivalled clarity and intelligibility irrespective of playback level. Taking this into consideration, opting for the 4030s was a no brainer.’
Deja Brew seats 80 over two storeys, with seating areas in small, intimate pockets. The 4030s are distributed across both floors to achieve even coverage in every section of the restaurant, with no hot spots or dead zones. One of the key factors in the decision was Genelec’s active design, which eliminates the need for external amplifiers, instead allowing the VMS team to run a reduced amount of cabling back to a single, central music processor. This is connected to a media player to provide staff with the ability to play whatever music they wish, with the additional option of pairing their own devices.
The 4030’s small form factor and extensive mounting options enabled VMS to install the loudspeakers in the interior layout. ‘Alongside the wide range of RAL colours that Genelec offers, we noticed that the 4030s were also available in the RAW recycled aluminium finish, which is kinder to the environment as the models require no painting and less finishing material,’ Sachdeva says. The team agreed that this sustainable design also suited Deja Brew’s aesthetic, which balances an open industrial theme blended with traditional tones, courtesy of Orphic Design Studio.
‘We work to reduce our carbon footprint however we can, so if we do so while matching our interior, that’s a bonus,’ remarks Sachdeeva. ‘It’s as if this model was designed specifically for Deja Brew, and we have Genelec’s comprehensive portfolio to thank for that, as well as Sandeep from VMS, who helped us navigate it professionally.’
