JAG Hotel Puts Music At The Heart Of Luxury

Luxury at JAG Hotel in downtown St John's goes beyond fine dining and refined interiors to place sound at the centre of the guest experience.

Owner John Steele's passion for music shapes the property's identity, with daily playlists personally curated to create an atmosphere of style, comfort and character where audio quality is a core value for staff and visitors alike.

Following the unveiling last year of the lavish Mojo Lounge on the eighth floor, Steele Hotels sought a premium audio system for the bar, office level and penthouse suite that would make music integral to the experience. Genelec’s Smart IP loudspeakers, celebrated by audiophiles for their clarity and control, were chosen to define the sonic signature of these spaces.

AV distribution and integration specialist SFM was commissioned by Steele Hotels to work alongside the in‑house installation team on product selection and system programming. "Music is such an essential part of the JAG Hotel experience, and visitors have come to expect care and quality in the way sound shapes their stay," said Jodi Rhuland, Regional Sales Manager at SFM.

The Mojo Lounge, office floor and penthouse occupy the building’s top three levels, furthest from the second‑floor AV control room. “Despite the distance, it was critical that these upper audio zones offered the same premium sonic performance as the rest of the building, especially in the newly opened Mojo Lounge,” says Rhuland.

Aesthetic cohesion was equally important. "The Mojo Lounge was designed to reflect the hotel’s commitment to luxury," described Rhuland. "Therefore, any installed loudspeakers could not disrupt the visual identity of the lounge; they had to become part of the environment as a carefully chosen design feature rather than a purely functional necessity.” With a tight delivery window, SFM needed a solution that combined sound quality, installation efficiency and architectural sensitivity.

"Due to the distance between the AV control system and the Mojo Lounge, we realised that a PoE solution would allow us to deliver a reliable loudspeaker network to the top floors of the hotel without adding unnecessary infrastructure, disruption, or visual clutter,” Rhuland explains. SFM’s Professional Services team, led by Evan Nearing, specified Genelec's Smart IP range to meet the brief.

"Genelec is a well-respected brand in both the luxury hospitality sector and the music industry due to its excellent studio-quality performance and clarity," expressed Rhuland. "JAG Hotel places music at the forefront of the customer experience and Genelec’s audio philosophy perfectly aligns with the vision of Steele Hotels. On top of this, the active PoE solution of the Smart IP series was exactly the workaround we were looking for to overcome the architectural and logistical challenges."

In total, 71 Smart IP loudspeakers were installed by JAG’s technical team across the three zones: fifty 4435 in‑ceiling models for discreet, consistent coverage, and twenty‑one 4430 loudspeakers — the largest in the Smart IP family — surface‑mounted in the Mojo Lounge on 8000‑402 adjustable brackets. Embracing the lounge's sophisticated design, the team intentionally showcased the 4430s. "It was a conscious decision to ensure the loudspeakers were not hidden away," Rhuland pointed out. "They are a prominent feature of the lounge and perfectly match the hotel’s aesthetic and values, elevating the space with design as well as purpose."

Since opening, the Mojo Lounge, penthouse and offices have drawn praise from guests. "The goal with this project was to create a listening experience, not merely a background audio solution, that would stand out to guests, especially those from the music industry," explained Rhuland. "Thanks to Genelec, this project is a strong example of how premium hospitality can use professional audio, not just for functionality, but for shaping its identity."

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