Semrush

Amsterdam, Netherlands

120

Town Hall capacity

16-22

Average monthly bookings post-upgrade

33+

Teams Rooms supported following project

5/5

User rating for the upgraded space

Overview

No onsite tech support. A growing European footprint. The space had to work every time, for everyone.

As Semrush expanded across Europe, the team needed a state-of-the-art town hall meeting space in their new Amsterdam office. The solution had to be intuitive and easy to use with no onsite tech support, and remote access was essential for troubleshooting. The space also had to be adaptable for both large town halls and smaller meetings.

IUF worked closely with Semrush’s project team from the early design phase, collaborating with architects to ensure cabling was installed before walls and ceilings were closed, eliminating any visible wiring in the finished environment.

The space was designed to function as one large meeting environment or split into two rooms using a glass partition, with the AV system automatically adjusting to the room layout. Remote access is built in throughout, Semrush’s central IT team can monitor and troubleshoot from anywhere.

This Amsterdam project marks the start of a European rollout, with IUF continuing to work with Semrush on future office deployments.

Journey & Experience

Pick up a mic and start. The technology should be invisible.

The space had to work without anyone technical in the room. Walk in, start the meeting, leave. No setup, no troubleshooting.

Shure MXW wireless microphones – presenters pick up and go, no setup required
Shure MXA920 ceiling microphones – full-room audio across all seating configurations
Ceiling speakers with preset modes – U-shaped seating, theatre style, and extended mode for overflow into an adjoining space
Two Samsung 86″ displays side by side – virtual participants and presentations at the front of the room
Samsung 43″ confidence monitor on a swivel mount – dedicated presenter display
Two PTZ cameras – one front-mounted, one ceiling-mounted, both controllable via iPad or wall touchscreen
Wall-mounted touchscreen and roaming iPad – dual control points for room management and camera switching

The second space is futureproofed: display mounts and a DJ connection point for client events are already in place. No structural work needed to expand.

Beyond the town hall, the office has private booths and several meeting rooms with Logitech Meetup and Google Meet.

Technology Architecture

One ecosystem, full remote visibility, no visible infrastructure.

Core Infrastructure

Q-SYS ecosystem – managing audio routing, preset modes, room configuration switching, and remote monitoring
Zoom Rooms – one-touch meeting starts, no manual configuration needed
Q-SYS online view – full remote access for Semrush’s central IT team, no onsite support required

Hardware Ecosystem

Shure MXW wireless microphones – handheld, no setup
Shure MXA920 ceiling microphones – full-room audio capture
Ceiling speakers – three preset modes: U-shaped, theatre, extended
Two Samsung 86″ displays – side by side at the front of the room
Samsung 43″ confidence monitor – swivel-mounted for presenters
Two PTZ cameras – front-mounted and ceiling-mounted, remotely controllable
Custom-built AV rack in the server room – all equipment housed out of sight

Support Model

Fully remotely managed via Q-SYS online view; no onsite AV technician required
Training delivered to the central IT team and Amsterdam office manager

Implementation

Phase 1 – Pre-Build Collaboration and Design

Engaged with Semrush’s team and architects before wall and ceiling closure
All cabling routes specified and installed before the building fabric was completed
Dual-configuration design confirmed: town hall mode and split-room mode with automatic adjustment

Phase 2 – Installation and Integration

Full AV installation across the town hall: audio, video, control, and conferencing integrated into Q-SYS
Three audio preset modes configured and tested
Zoom Rooms set up for one-touch operation; Q-SYS remote access verified with central IT
Custom AV rack built and installed in the server room
Private booths and meeting rooms fitted with Logitech Meetup and Google Meet

Phase 3 – Training and Handover

Training delivered to the central IT team and Amsterdam office manager
Futureproofing confirmed: display mounts and DJ connection point installed in the second zone

Outcomes

A self-sufficient space, no onsite support needed

The town hall runs without an AV technician on site. Semrush’s central IT team has full visibility through Q-SYS and can resolve issues remotely.

One room, two configurations

The glass partition splits the space into two independent rooms, with the AV system reconfiguring automatically. Three audio preset modes adapt to the seating arrangement in use.