MUSICAL BRAND EXPRESSION
In 2021, Gibson Inc. opened their flagship Gibson Garage in Nashville, TN, attracting accomplished musicians, guitar enthusiasts, and musical novices into the Gibson ecosystem—many for the first time. GPJ led the experience design reimagining and reinventing the guitar store experience in every way, making it a top destination of Music City. This successful partnership marked only the beginning of their brand exploration.
The Opening Set
The Gibson and GPJ relationship continued to resonate, expanding the Garage concept on the go. At the Pilgrimage Festival, the Gibson Mobile Garage debuted, inviting attendees to pose for photos in the interactive ‘Infinite Guitar Tunnel’, learn to play guitar using AR on the Gibson app, shop the latest merchandise and drive traffic to the Gibson Garage and Gibson.com.
In 2022, Gibson tapped GPJ to help refresh and redesign the Gibson Acoustic showroom within their manufacturing facility in Bozeman, MT. Every acoustic guitar that Gibson makes is made at the Bozeman facility, undergoing a rigorous process, resulting in the one-of-a-kind instrument only Gibson can deliver. In addition to designing the showroom, GPJ provided the technical drawings and production specs for the showroom, brilliantly capturing the precision, quality and heritage of the Gibson brand.
Harmonious Design
Plucking inspiration from their Nashville success, Gibson announced it’s plan to expand internationally to the UK in 2024. One block from London’s vibrant Oxford Street and the Soho neighborhood that attracts established artists, tourists and a growing youth demographic, the Gibson Garage London is now reimagined for the British market, creating a new haven for guitarists and music fans. Taking distinct design cues and best practices from its US-based predecessor, Gibson, once again, created a destination that redefines the music retail experience, offering an immersive space where music enthusiasts can gather, explore and create.
“The Gibson Garage is how we want our fans to experience Gibson. London has a vibrant and influential music history, and the Garage is designed to be a part of the London music community with a live stage featuring performances and special events from music icons and emerging artists on any given day. We hope the Gibson Garage will have a dramatic impact on the London music scene in addition to becoming a must-see destination in London.”
Cesar Gueikian, President and CEO, Gibson
Partnering with London-based Morgan Lovell, GPJ’s original Nashville designs and creative concepts heavily informed the renovation of the space on Eastcastle Street. Transforming the multi-story private office into the Gibson Garage London, the design team overcame challenges, including splitting the retail space over two floors with an overall footprint half the size of the Nashville location.
The impeccably designed areas are strategically laid out. The main floor highlights the iconic Gibson brand. Here, fans will discover an Acoustic room with dozens of guitars to play, a Custom Shop where they can build the electric guitar of their dreams, and jam rooms where every instrument can be plugged-in, played and tested with either Gibson or Mesa Boogie amplifiers. The entire space features a range of Gibson branded merchandise and is surrounded by two ceiling mounted conveyors carrying over 100 guitars – any of which can be taken down upon request.
A stairway, turned into a gallery space with rotating exhibitions from famous rock photographers, leads to the lower floor. The bottom level features Epiphone and Kramer, two other iconic brands owned by Gibson. The Epiphone area includes a stage for live performances and events, while the Kramer space stays true to its heavy metal roots with gaming and black lighted accents reminiscent of a 1980s video arcade.
Make Some Noise!
The press coverage and media reception for Gibson Garage London has been overwhelmingly resounding since its February 2024 launch:
“London is one of the birthplaces of music culture and one of the most cosmopolitan cities in the world. Our goal with the Gibson Garage is to support and enhance our music community. We are poised for the Gibson Garage London to be a vital part of the London music scene and global destination.”
Beth Heidt, Chief Marketing Officer, Gibson (musicweek.com)
“‘Where would you go to get the ultimate Gibson experience?’ To be able to see and play and feel and touch everything that the brand is doing. The answer was it didn’t exist – we had to create it.”
Marc Agnesi, Director of Brand Experience, Gibson (guitarworld.com)
“The new Gibson Garage London will be just what we all used to dream a guitar shop should be – a place where a young player can feel welcome and mix with the finest instruments, amps, and ancillary gear – and not be told to keep their hands to themselves.”
Brian May, lead guitarist for Queen (GuitarPlayer.com)
Guitar maker Gibson opens store off London’s Oxford Street (The Guardian)
Led Zeppelin’s Jimmy Page cuts the ribbon on London’s brand new Gibson Garage guitar shop (Standard)
Rock ‘n’ Roll Retail As Gibson Opens Garage Concept in London (Forbes)
Gibson and GPJ have created more than just a store; we’ve crafted immersive experiences for music and brand lovers around the globe. Whether in Nashville, Bozeman or London, the Gibson is redefining what it means to connect with music.
