For their flagship store, Sonos, the wireless speaker company, merges innovative design with a welcoming atmosphere that makes consumers feel like friends. WGSN’s Amiyra Perkins reports.
Music makers and sound fiends rejoice! Sonos, the music brand whose speakers sit perched on the desks of most creatives and has legions of fans on social media, is opening a flagship store in SoHo, New York.
But it’s not your average bricks and mortar offering. With a keen focus on crafting an interactive environment and Instagram worthy visual merchandising, the new Sonos store design is created to resemble your home. A selection of pods that live inside the store were created to replicate the home environment and be the perfect listening environment.
Opening next Monday, on July 19th, the Sonos flagship retail space is called 101G, a name that reflects where it has taken up residence, 101 Greene street. More importantly, the space is truly crafted with the modern consumer in mind.
“We want you to listen to the music the way you actually do. You don’t listen to music in stores – you listen with friends, in the places where you live your life. So we built 101G like a friend’s house, not like a retail store,” the brand has said.
Each music pod within the store resembles a room in the house, from the study to the bedroom, and was created with custom-beveled glass to make them soundproof. And while the tech side of design is a priority for the innovative music sound system company, a huge amount of attention to detail has been made with the interiors too.
With illustrators and painters like Mark Stamaty, Thibaud Herem, and Mark Chamberlain crafting, designing and hand-painting the store wallpaper, it feels truly unique.
This store is the latest retail entity that proves what we predicted in our Retail Housewarming report (subscribers can check it out here) that retail spaces are embracing the warm and welcoming trend, making consumers feel more at home and transforming stores into meeting places, where customers feel less like consumers and more like close friends. Other key retailers embracing this trend are The Apartment by The Line and One Kings Lane.
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