Generation AV launches Singapore experience centre
Generation AV launches Singapore experience centre
Generation AV has unveiled a new experience centre in Singapore, marking a significant step in the company’s continued growth across Asia.
Centrally located in Ubi, the facility features a dedicated demonstration space showcasing a range of products from its brands such as Martin Audio, Optimal Audio, TiMax, Linea Research, LEA Professional, AVPro Edge, RTI, SurgeX, Violet Audio, NST Audio and iMAGsystems.
Alongside the demonstration area, there is a separate office upstairs to differentiate between having meetings with customers and being able to deliver demonstrations and training infinitives.
“We wanted to create a location where clients could come and hear all of the systems and to experience everything in-person,” explained David McKinney, managing director at Generation AV. “The aim for the facility is to be a natural place where clients and partners can come to learn, experience and collaborate.”
The centre replaces an earlier space opened three years ago, which was originally conceived as a post-pandemic hub where customers could once again hear and experience AV systems in person. According to McKinney, that initial concept proved successful, drawing strong engagement and feedback from across the region. The new site, located just a few doors down from the original office, measures roughly double the size, designed with greater flexibility and a clearer division of functions.
Crucially, the space has been designed as a multipurpose environment. Beyond product demonstrations, Generation AV is placing increased emphasis on training and education, reflecting a broader shift in customer demand. “I think there’s a big hunger for learning right now in the industry,” McKinney observed. “We expect to do a lot more education initiatives here such as training programmes, as well as demonstrations.”
Even before its official opening, the facility has already hosted activity, including a recent two-day RTI training session for customers from across Southeast Asia. This early use underlines the company’s intention to position the centre as a regional learning hub.
The new site also incorporates distinct zones for professional and residential applications, enabling Generation AV to showcase a wider range of solutions within a single location. McKinney emphasised the importance of flexibility, particularly as demand grows for immersive systems and more complex integrated solutions.
Singapore remains central to the company’s strategy. Having established its presence there nearly seven years ago, Generation AV views it as a natural hub for the region. “Singapore is the central location in Asia; it’s very easy to get to for a lot of our clientele,” McKinney said. “Many partners and customers can stop by on short trips, even whilst they are transiting around the region. Furthermore, Singapore provides access to a broad pool of talent and there is a high concentration of global brands here – both of these are huge advantages.”
The opening of the centre reflects the company’s broader evolution. From starting with just two brands and a single employee, Generation AV has expanded to offices in Singapore and Mumbai, with a team of 13 staff. Alongside this growth, the company has increased its focus on technical support and applications, responding to rising demand for training and system expertise.
Recent additions to the company’s portfolio, including partnerships in control, AV-over-IP and networking, further reinforce the need for a facility that can demonstrate integrated solutions in a hands-on environment.
For McKinney, the investment represents 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,” he said. “This is a natural next step.”
