Sonos chose London’s Seven Dials as its first retail location in Europe to celebrate the city’s multicultural music and art scene. In this EU concept store that blends culture and commerce, people are encouraged to get together, listen to music, and participate in a variety of cultural events. Whitney Walker, General Manager of the Global Retail Experience for Sonos explains “We have carefully considered how people bring music into their home environment through curation, and used it within the concept store to pay homage to the great city of London and the culture that was born here and continues to inspire the world.”
To create this hybrid space, Bergmeyer assembled a team of overseas partners to collaborate on implementing our prototype design internationally. Each room in Sonos London is designed as an individual experience with an optimized sound environment. Incorporating the latest acoustical technologies, acoustic panels are blended seamlessly into the space. Visitors to the space can stream their music choices between two “listening rooms” that replicate an in-home experience. Two London-based artists, Camille Walala and Neil Raitt, contributed their signature styles to each listening room as the first of many artists whose work will be featured in the store.
The London store succeeds as a destination for music fans and art enthusiasts. “The entire store experience is based on the idea of being in a really comfortable and inspiring environment,” says Walker. “We’re proud to be opening our first European concept store in London, providing a dedicated space for music fans to create, connect and ultimately discover the best ways to listen to music out loud.” The store’s inaugural exhibition was a celebration of rock and cultural icon David Bowie; featuring music, photography and artwork about the legendary Starman.
Staying a step ahead of the normal expectations of a retail store, the London location aims to inspire and connect its guests to music they love and a city that has left an indelible mark on the world. With success behind them, Sonos’ global expansion strategy continues.