A Visit to b8ta Store in Dubai Mall for Devialet Framery ExperienceDecember 16, 2020
Criticreviewer recently visited the B8TA store in the Dubai Mall and especially see the Devialet Framery installed at the store.
We had a chance to talk to Ramit Harisinghani, General Manager at b8ta MENA, and Amir Anwar, co-founder of Dubai Audio and also experiencing the range of Devailet Audio system.
Can tell us about the b8ta Mena store and where is it located?
b8ta in the Middle East is a retail as a service company from Silicon Valley expanding their footprint in the region with the Chalhoub Group. b8ta’s mission is to make retail accessible for all by building a new type of retail store.
Brought to Dubai by Chalhoub Group, the leading partner for luxury across the Middle East, b8ta bridges the gap between traditional and online retail, putting consumer experience and the desire to discover firmly at the heart of its concept.
Located in Dubai Mall’s Fashion Avenue, the new b8ta store is the first to open outside of the United States. The retail-as-a-service model benefits consumers and brands alike, creating an experience-centric environment that encourages customers to explore innovative products from around the world. They also have a presence online and function as a direct e-commerce player via www.b8ta.ae
What kind of products, can the consumer look forward buying from this store in Dubai Mall?
b8ta MENA specializes in bringing international ‘never seen before products’ or rather ‘present in the region but never distributed well or never visually merchandised well products’ into the region.
They let brands market, manage and measure the offline experience, and within stores brands can launch their products, learn from their customers, and build a world-class retail experience.
The b8ta experience is all about discovery and seeing what the rest of the world is creating. which is about the retail cameras, sensors and the analytics. Every product has a demo and there isn’t any clutter in the form of boxes or papers – all of the product information is on a digital tablet.
70% of them are tech or tech-influenced products and the remaining 30% differentiate between beauty, bags, travel accessories, and specialized leather goods.
“We want to offer customers a chance to engage with unique brands. We showcase them in ways that they are best experienced and understood. This platform gives brands with innovative products the scale that they deserve and the chance to really engage customers experientially. This is evident in The Framery by Devialet, which b8ta is currently hosting in our store in Dubai Mall.” – Ramit Harisinghani, General Manager at b8ta MENA
What is “the Framery” at this b8ta store?
The Framery, a sound-proof booth at the b8ta Store at The Dubai Mall, housing hi-end speakers from French audio-technology company, Devialet. The experience is guaranteed to set your senses tingling as you immerse yourself in pure sound and implosive bass that spark your body and mind.
The audiophile enclave gives you the option to relax on a plush sofa, and experience Devialet’s Classic Phantom or Gold Phantom. The flagship wireless speakers will challenge everything you thought you knew about sound. Alternatively, if you’re keen to experience the sound from a more compact source, ask the store assistant to activate both the Phantom Reactors, capable of delivering high fidelity and physical impact, whatever volume you choose to listen at. With zero distortion, and sound this rich and clear, visitors will leave The Framery with a memorable audio experience, and deep appreciation of this incredible feat of sound engineering.
WHAT IS UNIQUE ABOUT THE DEVIALET TECHNOLOGY?
Designed, manufactured and assembled in France, leveraging extreme precision engineering and ultra-high-performance materials, the Classic Phantom, the Gold Phantom or the Phantom Reactors. The speakers come with below details
ADH – ANALOGUE DIGITAL HYBRID
Invented by Devialet, ADH Intelligence is the world’s first hybrid amplification technology. An industry-defining invention, ADH works by simultaneously harnessing all the linearity and refinement of Analog amplification (Class A) and all the power and compactness of Digital amplification (Class D). Operating in parallel, our patented hybrid amplification system dramatically enhances performance.
SAM – SPEAKER ACTIVE MATCHING
Devialet invented the SAM® mathematical model to ensure immaculate fidelity all throughout playback. Whether you’re dealing with transients or steady-state signals, the degree of information processed by SAM® surpasses anything previously thought possible. This enables Phantom to reproduce the exact rhythm and tempo of your music with absolute precision. So you can feel every last emotion, true to the original.
HBI HEART BASS IMPLOSION
HBI® is a one-of-a-kind system, designed to take you deeper into sound. For the first time, an ultra-compact home speaker is able to reproduce ridiculously low bass that resonates beyond the limits of the human ear, throughout your entire body. Unleash your music’s full potential. All the way down to 18Hz.
ACE ACTIVE COSPHERICAL ENGINE
ACE™ is the technology responsible for Phantom Reactor’s radical spherical architecture. Drawing on Olson’s pulsating sphere principle, Phantom Reactor dramatically optimizes the way sound waves form and spread: evenly, and in all directions. For perfectly balanced audio and zero surface diffraction, wherever you are in the room. Dive into sound.
Our EVO Platform provides you with all the latest updates, wirelessly, and hassle-free. Regular performance and compatibility upgrades keep your system state-of-the-art. Simply connect to the Devialet app and let EVO cybernetics do the rest. RIP, planned obsolescence.
“The Framery offers customers an immersive experience of Devialet’s technology, design and performance. Hosting this at b8ta’s flagship location at Dubai Mall made it possible for us to make a new, growing customer base more aware of the best features of Devialet’s Phantom and Reactor series. We enjoyed working with the team at b8ta, not only because they clearly understand the product and enjoy music, but also because they are truly passionate about retail and supporting unique brands. Amir Anwar, co-founder of Dubai Audio
WHAT RANGE OF DEVIALET WIRELESS SPEAKERS CAN YOU SEE AT THE STORE?
Devialet provides various wireless speakers as per the need of the consumer and their taste.
Classic Phantom features every class-leading Devialet invention, bringing you high-fidelity and ultra-dense sound in a compact design that comfortably fits your home. Price: AED7,610 (Color – White)
Gold Phantom, the ultimate connected speaker. Hear every detail brought to life with incredible clarity and precision by a Grade I Titanium tweeter. Surrender to unbelievable power and ultra-deep bass. Sound in its purest and most elemental form, finished in fine 18-carat gold. Price: AED10,800 (Color: Gold)
Phantom Reactor is a new breed of wireless speakers. By stretching size and performance beyond reasonable limits, Devialet’s engineers have brought to life the only ultra-compact home sound system capable of delivering high fidelity and physical impact, whatever volume you listen at. Insanely powerful. Defiantly small. You won’t know what hit you. Price: AED4,699 (Colors: Black and White)
GEMINI Wireless Earbuds
A new generation of headphones. Sound covers both the music we love, the noise we avoid, and the voices we want to hear. Discover the True Wireless Devialet Gemini headphones: the best of sound, in all its dimensions. Fifteen years of R&D and acoustic engineering concentrated in a resolutely nomadic design. Price: AED1,200