First European Sonos store opening in London

8th November 2017

Smart home sound system brand Sonos is to open its first European store next week (16 November 2017), in London’s Seven Dials. The store will seek to be a dedicated space for music fans as well as a store and showroom.

The experiential store concept includes a retail offer, two listening and screening rooms, an exhibition space and an events room. It is inspired by the brand’s New York flagship – a larger space with six demonstration suites.

“The entire store experience is based on the idea of being in a really comfortable and inspiring environment. 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,” says general store manager Whitney Walker.

Neil Raitt (L) and Camille Walala (R) listening rooms

London-based artists Camille Walala and Neil Raitt have designed the listening rooms at the London store, creating spaces that represent homes from their own unique perspectives, with unique prints and accessories.

“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,” adds Walker.

Each listening room is arranged as zones – bedroom, living room, kitchen – to demonstrate how Sonos products can integrate with one another to give true connected sound.

Every space in the store has been sonically-tuned by Sonos sound engineers, overseen by Giles Martin, the brand’s sound experience leader. Textures, bevelled glass walls have, handwoven rugs and even books helves have been chosen to reduce bounce and improve the acoustics in the store – despite a stripped back aesthetic, including hard services, in the main volume.

For its opening the store will use its exhibition space to celebrate the work and life of David Bowie, featuring a display of rarely seen photographs curated by cultural commentator Paul Gorman and a series of small evens hosted by Miranda Sawyer.

“It is a significant launch for Seven Dials that adds to the authentic, cultural appeal of the destination,” says Sam Bain-Mollison, head of retail strategy and leasing at property owner Shaftesbury, which manages Seven Dials. “More than that, however, it is a clear affirmation of the importance of bricks and mortar retail in allowing brands to deliver an engaging experience with their customers, that simply cannot be achieved online alone.

Further European stores are planned, including a Berlin store opening in 2018.