Guillam Coffee, London

Modern café interior with tall windows, patterned floor, high tables, and chairs. Sunlight streams in, and outside, brick buildings are visible—evoking the vibrant charm of London. The Guillam Coffee logo is on the window.
A simple line drawing of a person with outstretched arms, and an oval shape above their head, possibly representing thinking or enlightenment—a scene evocative of inspiration you might find while relaxing in a cosy London café.

Project Details

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Guillam Coffee is a premium speciality coffee brand renowned for sourcing and serving some of the world’s finest coffees in beautifully designed environments. Every aspect of the customer experience is carefully considered, from the coffee itself through to the atmosphere within each location.

Project Overview

Guillam Coffee is a premium speciality coffee brand known for serving exceptional coffee in thoughtfully designed spaces, where every element of the customer experience is carefully curated to create a welcoming atmosphere.

For their Smithson Plaza venue in Central London, Guillam wanted to enhance the in-store ambience and ensure the audio experience matched the premium quality associated with their brand.

A modern indoor space under construction in London, with exposed pipes on the ceiling, scattered tools, building materials, and large windows letting in natural light—a future home for Guillam Coffee.

The Challenge

Creating the right atmosphere within a coffee shop is about much more than great coffee. Music plays a vital role in shaping the customer experience, influencing how guests feel within the space and contributing to the overall character of the venue. The existing audio system was no longer delivering the level of performance required and lacked the flexibility needed for day-to-day operation.

Guillam required an audio solution that would deliver warm, consistent background music to enhance the customer experience while creating a welcoming and relaxed atmosphere.

The system also needed to provide intuitive volume control for staff, integrate seamlessly with the Startle music platform, and complement the café’s modern interior. Above all, the solution had to improve reliability and sound quality while remaining discreet and preserving the clean aesthetic of the space.

Audio System Design and Equipment Selection

The Bose DesignMax loudspeakers were selected for their ability to provide rich, detailed sound whilst remaining visually discreet within the venue. Strategically positioned throughout the customer area, they deliver even coverage that avoids hotspots and ensures every customer enjoys the same listening experience regardless of where they are seated.

The Bose Veritas amplifier provides reliable system operation and flexible zone control, whilst the wall-mounted controllers allow staff to make quick volume adjustments to suit different trading periods throughout the day.

Ceiling view with a white cable loop, a yellow light, a black Bose speaker, and red and wooden beams against a white wall—capturing the cosy ambience reminiscent of Guillam Coffee in London.
A worker stands on a ladder installing lights in a modern interior under construction, with exposed red ceiling beams, wooden wall panels, and unfinished counters—creating the inviting atmosphere of Guillam Coffee in London.
Two white Bose audio control panels labelled Seating and Bar are mounted on a wooden wall at Guillam Coffee, London. Each panel has a knob with A and B positions. Part of another control panel is visible on the right side.

Our Solution

Following a detailed site survey, Excite Technology designed a Bose Professional audios olution focused on delivering a premium customer experience through carefully distributed, high-quality background music.

The system comprised:

  • Bose Veritas 2160BH two-zone mixer amplifier.
  • Bose DesignMax DM3SE loudspeakers.
  • Bose ControlCenter CC-2 wall controllers.
  • Integration with the Startle music platform.
  • New loudspeaker cabling infrastructure.
  • Full commissioning and staff training.

Installation

Our engineers worked closely with the client to deliver a clean and professional installation that blended seamlessly into the venue.

The project included:

  • Installation of Bose DesignMax loudspeakers.
  • Replacement of existing incompatible control hardware.
  • Installation of Bose wall-mounted volume controllers.
  • Amplifier installation and configuration.
  • Integration with the Startle music platform.
  • System tuning and optimisation.
  • Staff training and handover.

To complement the venue’s contemporary interior, all equipment, including speakers, mounts, controls and cabling, was supplied in black, ensuring the technology remained as unobtrusive as possible.

A person with curly hair and a headband is kneeling and installing or adjusting light switches on a wooden wall, with tools and materials nearby—perhaps taking a break from the bustle of London or sipping on Guillam Coffee whilst working.

The Outcome

The completed audio system has transformed the atmosphere within Guillam Coffee Smithson Plaza. Customers are now welcomed into a space where carefully curated music is delivered with clarity and consistency throughout the venue, helping create an environment that encourages guests to relax, socialise and enjoy the Guillam experience.

  • Consistent, high-quality background music throughout the customer area.
  • A more engaging and welcoming atmosphere.
  • Improved sound quality and reliability.
  • Easy day-to-day operation for staff.
  • Flexible volume control for different trading periods.
  • Seamless integration with the Startle music platform.
  • A discreet installation that complements the premium interior design.

By combining premium Bose Professional audio technology with thoughtful system design, Excite Technology delivered a solution that not only sounds exceptional but actively contributes to the overall customer experience and brand identity of the venue.

Ceiling with exposed black pipes, a green emergency exit sign, a Bose speaker, and a CCTV camera. Below, the wooden panelled wall and colourful tiles create a warm atmosphere at Guillam Coffee in London, with large windows letting in natural light—the perfect spot to enjoy your favourite coffee.