Great product collaborations are the result of two different worlds (and their unique vantage points) coming together to synthesize something new and unexpected. It's a way for both participating companies to push the boundaries of what they normally do and invite customers into a shared narrative.
ELAC is a German high-fidelity audio company founded in 1926 with products that are characterized by meticulous craftsmanship and emerging technology. They recently collaborated with NY fashion brand Adsum on the DCB41-DS—a designer version of their iconic Debut ConneX powered bookshelf speaker.
Before I get to the interview with ELAC's CTO and President Joe Riggi I want to share Adsum's perspective on the shared collaboration:
We thought back to the very beginning when we first started talking about this collaboration. What stuck with us from the very beginning was how perfect the ConneX worked in all our living and working environments. NYC is an expensive place where space is such a premium, so we need things that can work in many spaces, but we don’t want to compromise on looks or quality. The ConneX was plenty to fill our apartments and studios with sound whether it was for watching the TV, throwing some songs on to cook, or having a full fledged party.
From this the idea came the phrase "Little Size, Big Sound"—a common phrase in the audio world. Our marketing tends to have a bit of a clever self-aware wink, a slight irreverence; so we thought why not take this idea to the extreme and use photoshop to do a visual trick that shows the our ConneX in a monumental state.
Without further intro, here is my interview with Joe Riggi...
Could you explain a bit of the backstory on how the DCB41-DS speakers were created? I would love to hear the product story.
A previous iteration of these speakers existed as ELAC Debut ConneX. These are an entry point to introduce audiences to premium audio via a simplified system. Debut Connex has been successful, however it has a traditional design that has more of an audio industry look to it.
People are emotional about what they purchase. Usually, there is an attraction to the product. In some cases that attraction might be technical, based on specification or reviews, but looking at something and the feelings it evokes is equally (if not more) important.
I love fashion and there is a whole world of creative people who like fashion. People who like sophisticated, clean designs. I have been developing products my entire career: designs, ratios, colours, and functionality have always been important to me. Attracting new audience is critical for long term sustainability of any industry. ELAC has done this with is wide range of products, but we were not appealing to today’s generation.
Collaborating with Adsum provided two things. One, a creative eye from a different perspective. Adsum was instrumental in the overall look of the products. The other is exposure by association. The collaboration between ELAC and Adsum seamlessly blends ELAC’s uncompromising commitment to audio excellence with Adsum’s distinctive aesthetic, reflecting the dynamic pulse of city life.
I would love it if you could elaborate on the design process for these speakers. How did the project start and what steps are involved in bringing a new speaker to life? What is the most challenging part of designing a personal audio product designed for broad usage?
Like any design, there are many iterations, but this project had an additional layer of complexity. We wanted to get the speaker aesthetics perfect without sacrificing any of what made Debut Connex speaker design so great. We have multiple iterations of grilles, finishes, packaging, etc. We went through 3 different version of the metal stand before we could get dimensions and curvature just right. This is one of many projects that demonstrates ELAC’s commitment to design.
Adsum is an American clothing company focused on high quality manufacturing and design. ELAC has a history of creating high-end audiophile products. Could you dive into what portions of the DCB41-DS are unique to ELAC and what aspects of the project feel unique to Adsum? How was the project shaped by both brands working together?
The technology and acoustics are of course unique to ELAC, the look andfeel was fuelled by Adsum. This was a real collaboration. We worked together on all details, which made for a successful product and launch.
Stepping away from the collaboration project, what things have you learned working with Adsum that you want to bring back to inform your other products and process at ELAC?
Details matter, take the time to flush them out. Be passionate about what you like and fight to realize it.
Fashion, music, art, and design all mingle in the same collective space. This Adsum collaboration project is exciting. Has this project made you more excited to explore future projects in these shared creative spaces?
Absolutely! Projects like this elevate brands by forcing them to use a different process. Bringing a fresh approach away from your daily noise to make something different — something special.
As audio products and streaming platform have pushed the industry more digital how has ELAC adapted to that movement as a company?
Sound is not digital, so the essence of sound reproduction has not changed. We continue to design and make products with the 95+ years of audio experience behind us. ELAC stays true to what it is to bridge the digital movement.
I want to close with a short personal perspective on the speakers. The off-white enclosures are beautiful. Everything from the magnetic grilles, to the ports on the back, and the quality and tone of the speaker cables—every detail of the DCB41-DS evokes quality and craftsmanship.
The quality of sound whether connected to my laptop or via RCA cables to the Teenage Engineering OP-1 Field or K.O. II EP-133 is impeccable. Bass is rendered with depth and clarity. Mid-tones and highs are warm without every feeling tinny or scratchy.
I'm very impressed with the simple luxury and high fidelity of the DCB41-DS. Aesthetically I like that they don't look and feel like every other speaker on the market and feel balanced with my desk setup.
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