Essential Install | Case Study: Elite Engineering
Cream Of The Crop
Elite Engineering delivers a stylish AV project for this 50s style venue
Creams Café, situated in London’s trendy Whitechapel district.
Tahir Sheikh of Elite Engineering explains that the
company was established in 2014/2015 by a group of
industry experts who have been in the trade for over
20 years. The company’s design and installation lead
Tahir Sheikh used to be a specialist trouble-shooter
for IT/electrical projects and set up the businesses
alongside partner Yusuf Rab. The business employs a
small team of five full time members of staff, but calls
on a large pool of freelancers for larger installations
and where specialist skills are required.
This project involved creating an integrated AV
system that can be changed throughout the day to
reflect the demographic of customers in the cafe,
48 | June 2017
switching from family entertainment, to promotional
content, music videos or bespoke customer input for
special occasions.
LG commercial displays, interactive digital signage
applications and integrated sound design were all employed.
Tahir says: “This project was a great example of our
work at its best, as was the installation in the Creams
franchise in Southend – now the largest dessert parlour
in the country. From an electrical and IT perspective, we
also take on very large projects like building the entire
production plant for Snowflake gelato and handling
the entire shop fit project for Steve Madden in Covent
Garden including AV, IT and electrical works.”