Italian pro audio and synthesiser distributor Milk Audio Store has opened a PMC-equipped Dolby Atmos mixing facility at its premises in Rome in order to highlight the creative possibilities of this new audio format.
The company is PMC’s official distribution partner in Italy. It’s new Atmos demo room was designed by Cecilia Torracchi, of Florence-based acoustic design and consultancy Studio Sound Service.
Alberto Rossetto, the founder and CEO of Milk Audio Store, says the new facility will highlight the suitability of PMC products for Dolby Atmos applications. As a company, PMC has championed immersive audio for many years.
He said: “We have equipped our new Dolby Atmos room with three PMC6-2 monitors, four PMC Ci65 monitors, four PMC Ci45 monitors and two PMC8-2 Subs, along with a PMC 750-8 8 channel power amplifier. In addition, there is an AVID Pro Tools and MTRX Studio interface connected to the amplifier with DANTE.”
He continued: “Our aim was to keep the set-up as simple as possible because the real protagonist is the sound that PMC monitors give to engineers. All the choices, from the acoustic treatment, up to the colours, have been made to highlight the excellence offered by PMC products.”
Rossetto adds that while the Italian Dolby Atmos market is still very small, allowing potential customers to experience the format will undoubtedly generate interest and allow them to choose the best equipment for their own facilities.
He added: “Most of the Atmos mixes undertaken in Italy are currently being carried out by a few engineers, but we do believe this will change as the format gains traction. Our mission is to show customers what equipment they should consider if they want to enhance their creativity and bring their sound to the highest level of excellence. Helping people to deeply understand Atmos technology is a huge part of this change, and Milk Audio Store wants to be part of this amazing transformation.”
In addition to operating as a demo facility, Milk Audio Store’s new studio is also available to customers who want to mix their own projects in Dolby Atmos.
