Skip to main content

Project Case Study: South of Market

PMI is a team of highly organized and seasoned professionals who sweat the details. In fact, we’ve been known to spend dozens of hours on wiring diagrams alone! Our services run the gamut from room design and layout through to audio + video commissioning and calibration.  We offer excellent project management to orchestrate any level of process, from the simplest project to the most complex.

Having designed and engineered more than 500 purpose-built and multi-purpose entertainment spaces, we've pretty much seen it all, and yet we continually encounter new challenges along the way. Our expertise lies in the detail with which we approach each project, and the many tools and resources we’ve developed to fulfill our mission of “doing it the right way.” 

This project is a sleek, modern home with an industrial flair in the trendy South of Market neighborhood of San Francisco. The interior of the home feels cool and spacious, not what you’d expect from condensed city-living. The bones of this home are a highly complex, high-end commercial-grade infrastructure. Even though it’s a residence, it has a very organized and mechanical structure – perfect in every way.

The homeowners love to entertain and wanted to create a space that could function as screening room, live performance space, art gallery and workshop, recording studio, and dance club. Giving new meaning to the term “multi-purpose room,” the space has been designed to go from a sit-down banquet to a heart-pumping disco with remote-controlled ease. We call it NASA meets RAVE!

Because the house is basically a steel and concrete structure, any sound hitting attached sheet rock radiates throughout the entire building. The first challenge became how to turn the building into a high-performance entertainment space whle maintaining sound comfort in adjoining rooms. Another challenge was sound isloation from the outside areas, including noisy outside traffic. To achieve these goals involved a multitude of painstaking details.

Working with builder Larry Christiani, PMI created a highly detailed plan set, and four drafts later, we were ready to start the build-out.

With the many structural materials used in this building – including corrugated aluminum pan deck, red steel beams, tension cable – the visible eye cannot really see that the finished architectural ceiling is actually flown several feet below the structural lid of the room – and it’s done so with a resiliently mounted sound isolated ceiling. Painstaking care was taken with each and every one of the penetrations into the ceiling, including the down-lighting, sprinklers, cables, and large format speaker mounts.


The client wanted a clean aesthetic so we settled on a wood paneled look.  Had we used regular wood it would have created a giant echo chamber. We specified Murano acoustical wood paneling which is porous to sound. This  allowed us to install combinations of four-inch-thick absorption panels and diffusion strips behind some of the areas to optimize the reverberant field.
This is the back window of the "rave" room which looks onto an alley with nearby neighbors; double-layer, three-quarter inch plate glass windows were installed to preserve privacy.

Plumbing isolation collars were used throughout inside the walls in order to reduce rattling from vibrations in spots where metal touches metal. These small details make a big difference!

Acoustically-rated ductwork is installed throughout, in order to reduce noise and sound transmission through the HVAC system.
Shallow profile subwoofers are flown from the ceiling on vibration isolation spring hangers.  

The surround channel speakers are housed at ceiling-level, attached to a truss that motors up and down on flown cables. These can be lowered to approximately seven feet off the floor so they’re positioned at the optimum height during a film presentation. There are also sound reinforcement speakers in the corners for dance music/nightclub speakers which play at an incredibly high level of sound pressure. The ceiling area conceals deep absorption for broadband control of the sound reflection decay time. 

Given their different functions, speakers were carefully selected to ensure that the direct and reflected soundfield ratios were optimized for the overall acoustical character of the perforated wood-wall schemes. Because of the range of uses for the multi-purpose room, digital signal processing and channel routing are implemented with a multichannel BSS Audio processor. The sound system configuration and performance flexibly convert to adapt to the room usage and are all seamlessly controlled but the Crestron automation system. Multiple subwoofers were installed in the ceiling to distribute multiple points of bass radiation for smoother standing waves.

PMI commissioned Triad CinemaPlus speakers behind the screen. The screen has 2-way masking plus a fabric cover that comes down to protect the screen when not in use. Wood is Murano Acoustics paneling, wood which is acoustically open to let sound go through it and into the absorptive materials behind it.

Inside the big window that faces the street outside, we engineered a motorized set of vertical blinds that are all black on one side to shut out the light, and are all white on the other side so the client can project still or moving images onto the window.  

PMI also designed the rest of the home to include audio-video playback in all of the indoor and outdoor spaces so it was important to acoustically design and tune these rooms, as well. 

Manny LaCarrubba and Bob Levy testing the polarity of sound reinforcement speakers.

Manny and Bob with multiple acoustic test microphones for spatial averaging of the speaker response.

Here's an almost-final view looking around the room:

Ultimately, this project gave the client exactly what they wanted: a truly multi-purpose entertainment space with a high level of function, remarkable flexibility, and style! 


Popular posts from this blog

THE GRIMANI FILES: Bringing Life to a Comatose Home Theater

This client was referred to us by the integrator, who completed this installation about 10 years ago. The room was a dedicated three-row home theater in an upscale neighborhood of Detroit. All the gear was state-of-the-art for its time - from the studio-grade speakers, to the professional HD video projection system. But the surround decoder finally gave up the ghost after several years of faithful service. The client heard that Dolby Atmos® was the latest thing, so he sourced a new processor. He expected it to be an automatic upgrade, but wasn’t aware that he also needed to add speakers for the Top and Wide locations. At any rate, it was time to install, configure, and tune the system for the new processor. I took the job and carved out two days - right before Christmas - for a quick jaunt from my temperate San Francisco Bay Area home to frigid Detroit. (Who doesn't like a little cold for the holidays?) While planning the trip, I found out that the system didn’t include any

Dedicated High Performance -- CEDIA 2016 Design Awards Winner

In this industry, we regularly cater to “enthusiast” clients who are very enthralled with the idea of a fully engineered and commissioned private cinema. They may have played wit h speakers and receivers in their spare time. They may have preconceived notions about what makes speakers work or not work. They may even want to tell the crew how to go about doing the wiring and installation. This client just built his Tuscan dream home in the rolling hills over Newport Beach, California. He wanted a great place to enjoy concert videos and movies from all around the world. He got that and a lot more in an acoustically treated and tuned room with appropriate sound isolation, Dolby Atmos immersive audio, 4K video, and a luxury-grade interior finish. The room was to be laid out as a formal dedicated two-row theater, without many design frills, and with maximized return on investment for the equipment. The client decided not to adopt the customary stretched fabric dress in order to put mor

Fun Room Details

In Deep Thank you for reading the high level article, now we will go into a detailed explanation of this project. This blog expands on the details from the " Home Theater Has Come Out of the Cave " article. The integration firm responsible for building this masterpiece is  Audio Images  of Tustin California. Our designs and engineering is only as good as the implementation and AudioImages came through on every detail. The Room Shell The physical issues that needed to be dealt with to accomplish these goals dictated a few design solutions: Sound Isolation The room had to be decoupled from the Great Room that is located directly above it. This prevents the sound leakage from disturbing the adults. Decoupling loosely means to build resilient wall and floor-ceiling structures with little to no connections to the house’s framing structures. The purpose is to limit every contact point that could mechanically transfer sound energy and interfere with daily use

Performance Media Industries, Ltd.

61 Galli Drive, Suite B. Novato, CA 94949, USA
[T] (415) 883-1476
[F] (415) 883-8147