True Story
Retail InstallationCrafting an Immersive Audio Experience at True Story Nelson Mandela Square
We were honored to be approached for a specialized project at True Story, Nelson Mandela Square —a destination that embodies sophistication, storytelling, and design. Nestled in one of Johannesburg’s most iconic commercial and cultural spaces, True Story isn’t just another retail or hospitality venue. It’s a space that blends visual impact with subtle sensory cues to create a compelling atmosphere for visitors.
One of the most critical components in achieving this immersive environment is sound. Whether customers are exploring artistic displays, engaging in quiet conversation, or enjoying an elegant shopping experience, sound plays an essential role in shaping the tone and emotional feel of the space. For this reason, the team at True Story entrusted us with designing and installing a high-quality sound system that would deliver clear, consistent audio while remaining virtually invisible to the eye.
Aesthetic Audio Integration at True Story Nelson Mandela Square
The installation at True Story Nelson Mandela Square came with a clear directive: create a sound system that supports the ambiance without distracting from the environment. In other words, sound should be felt and heard, not seen.
This kind of installation requires more than just technical know-how—it demands a thoughtful, aesthetic-sensitive approach to speaker placement, cable routing, and system tuning. Our team carefully assessed the space, considering architectural features, interior design elements, and customer flow patterns. We made it our mission to ensure that every component of the sound system blended seamlessly into the visual design, maintaining the space’s clean and sophisticated look.
Compact, high-fidelity speakers were installed in discreet locations throughout the venue, providing balanced audio coverage across the entire space. The result is a sound system that delivers rich, immersive sound without overpowering conversation or drawing attention away from the space’s visual narrative.
Enhancing Ambiance Through Sound at True Story Nelson Mandela Square
The role of sound in retail and experiential spaces is often underestimated—but not at True Story Nelson Mandela Square. Here, the client recognized that carefully curated audio contributes significantly to the mood and tone of the environment. From subtle background music to spoken word presentations or guided experiences, the audio system needed to provide versatility and clarity.
Our system design ensures even distribution of sound across the venue, eliminating hot spots and dead zones that can create inconsistent listening experiences. Whether standing near the entrance or deep within the interior sections of the store, guests enjoy the same high-quality audio output.
Volume levels and frequency response were also meticulously tuned to suit different zones within the space. For example, areas designated for quiet reflection or close viewing of exhibits were configured with softer, more ambient sound settings, while more open areas with greater foot traffic were provided with slightly more presence in the mix.
Professional Installation with Precision and Care
At Techmin, we take pride in delivering installations that are both functionally sound and visually discreet. This project was no exception. Working with a client like True Story, where visual integrity and subtlety are paramount, meant that every cable route, bracket, and component had to be strategically planned and flawlessly executed.
Our team worked outside of business hours to avoid interrupting operations and took extra care to ensure that the installation didn’t affect any of the existing décor or fixtures. We used color-matched components and custom mounts to make the equipment virtually disappear into the surroundings. The end result? A sound system that functions perfectly while remaining visually unobtrusive—exactly what the client asked for.
Delivering Value Through Elegance and Efficiency
This project at True Story Nelson Mandela Square underscores what we at Techmin stand for: delivering high-performance audio solutions that enhance the environment without dominating it. It’s easy to install loud, flashy systems, but it takes care, expertise, and experience to craft something subtle, refined, and tailored to both the space and the brand identity.
By blending high-quality sound with aesthetic integration, we helped True Story achieve its goal of creating a multisensory experience for its visitors. We’re proud to have contributed to a space that tells stories not just through what you see—but through what you hear and feel.
Project Gallery
