Loewe brings Mimi and por­ta­ble klang

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We found Loewe’s stand at IFA 2018 all in a break­fast bus­tle just as the Show opened its doors, and the friendly and at­ten­tive staff showed us the Ger­man TV-meis­ters’ lat­est in­no­va­tions, which in­cluded what it’s de­scrib­ing as “the world’s first tele­vi­sion with in­te­grated sound per­son­al­i­sa­tion.”

Loewe is not a com­pany to change its TV mod­els ev­ery year as do many com­peti­tors — the only hard­ware changes an­nounced this year were that its OLED bild TV mod­els will all be up­graded to the lat­est gen­er­a­tion of OLED pan­els. It also showed a se­ries of colour frame de­signs (pic­tured above) but told us these are, for the mo­ment, a con­cept rather than a new prod­uct line.

But of course Loewe does make a habit of up­grad­ing the TVs al­ready owned by its ex­ist­ing cus­tomers, via the power of the firmware up­date. And we were in­trigued to spot a logo that we had seen be­fore — the wavy lines of ‘Mimi De­fined’. We’d seen this only the day be­fore, when bey­er­dy­namic launched a new cor­po­rate iden­tity and new head­phones, sev­eral of which in­clude the Mimi De­fined tech­nol­ogy (see right).

Mimi De­fined is a Ger­man-grown tech­nol­ogy which uses a hear­ing test that takes about six min­utes to de­ter­mine if one ear hears bet­ter than the other, as well as how re­sponse varies across a broad range of fre­quen­cies. Then it uses the re­sults to ad­just the sound to the way it would be if you didn’t have any hear­ing de­fi­cien­cies.

This might sound more ap­pli­ca­ble to solo head­phone lis­ten­ing than TV sound, but Loewe ex­plained to us how it has ap­plied the tech­nol­ogy to its TVs, even when mul­ti­ple view­ers are present.

The soft­ware up­date, which they hope will roll out in Oc­to­ber (with pos­si­ble vari­a­tions by re­gion and model), will al­low three ways of defin­ing your Mimi pro­file.

The first is to use the ex­ist­ing Mimi app to de­fine your pro­file and then to load that in­for­ma­tion across to the Loewe TV’s soft­ware.

The sec­ond is sim­ply to select a gen­eral pro­file for age — this is nec­es­sar­ily less per­son­alised, but sur­pris­ingly effective, we are told (Mimi has worked ex­ten­sively with au­di­ol­o­gists to build up a bank of pro­files). This so­lu­tion can also be used for mul­ti­ple view­ers by av­er­ag­ing their ages.

The third op­tion will see the Mimi test in­cor­po­rated di­rectly into the Loewe Com­pan­ion app to be ap­plied through the TV in­ter­face. And of course in the Loewe OS user in­ter­face, Mimi De­fined can be switched on and off via the Sound set­tings menu, and ad­justed by re­mote con­trol.

Also on show was Loewe’s petite new por­ta­ble speaker, the klang M1, a Blue­tooth speaker which re­cently took home a Gold iF De­sign award. It of­fers around 12 hours of op­er­a­tion, able to be stereo paired if you have two, and avail­able in three colours — in­clud­ing a pre­mium and rather fetch­ing rose gold (be­low), each with a sturdy leather strap. Euro pric­ing is €149 for the stan­dard fin­ishes and €199 for the rose gold.

Loewe is dis­trib­uted in Aus­tralia by Indi Im­ports: www.in­dim­ports.com

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