O
n Tuesday, L‑Acoustics revealed a new centralized Real‑Estate division designed to streamline its worldwide operations. Gérald Yven—whose experience spans finance, project management, and real‑estate roles at Generali and Unibail‑Rodamco‑Westfield—will lead the effort as Global Real‑Estate Director. His team will feature a Head of Maintenance Operations and a Real‑Estate Project Manager to oversee daily functions and capital projects.
The division is already managing six key initiatives:
* A new global headquarters in Massy, France, freeing the original Marcoussis site for expanded R&D.
* A Creative Studio in Rock Lititz, engineered for engineers to refine mixing with L‑ISA immersive audio.
* Production‑facility expansions in France and Germany.
* A second Innovation Center opening in London.
* Upgrades to the Westlake Village, U.S. headquarters focused on comfort and efficiency.
* Installation of solar panels across French company‑owned buildings, targeting net‑zero energy use.
Beyond cost control, L‑Acoustics’ leadership frames real‑estate as a strategic enabler of innovation, collaboration, wellness, and brand consistency. Hervé Guillaume, co‑CEO, emphasized that each facility must reflect the company’s commitment to cutting‑edge technology and serve staff, partners, and visiting artists.
In the custom‑integration sector, physical locations have become a critical differentiator. Three main drivers explain this shift:
1. **Experience Economy** – Clients value tactile, immersive brand experiences as much as technical specifications.
2. **Demonstrating Innovation** – Testbeds allow integrators to refine systems and showcase them to the public.
3. **Networking** – In‑person gatherings remain essential for discussing products and projects, especially after COVID‑19 disruptions.
L‑Acoustics engages U.S. customers largely through trade shows such as the CEDIA Expo, where it has hosted full‑scale sound‑room demos of its luxury audio systems. The 2025 show featured the HYRISS system on display. While the company maintains U.S. locations in California and Tennessee, many integrators still rely on these events to experience products firsthand.
Economic pressures are reshaping trade‑show participation. Two key concerns surfaced in conversations with integrators and manufacturers:
* **Cost** – Rising travel, shipping, and catering expenses are prompting a reevaluation of expo strategies.
* **Attention** – With more events on the calendar, participants are selective about which shows offer the greatest value.
Although the current project list focuses on European sites, the inclusion of the Westlake Village headquarters signals that the U.S. market is not being overlooked. Should the new real‑estate division expand its scope to additional American facilities, it could open new opportunities for design‑build collaborations with U.S. integrators.
