In today’s experience economy, brands have to sell a good time, not goods. The Sonos Concept Store that opened earlier this month embodies this principle, inviting guests to enjoy music culture in a new way that places the product – smart speakers with Amazon Alexa built-in – secondary to the customer experience. Following the New York City and London locations, the Berlin store’s opening event on 12 April saw Tony Visconti, Goldfrapp and Ellen Allien featured as part of the night’s theme Song Stories: Bowie. In tribute to the icon, the artistes shared their personal experiences of David Bowie and his music as Sonos opened its doors to Bowie fans, music lovers and Berliners alike.

Guests could relax in two intimate listening rooms designed to feel like home – but better. The vibrantly patterned sound-dampening surfaces of the listening rooms provide guests with a unique acoustic experience, where they can play their own favourite songs via music-streaming platforms. ‘The Berlin concept store is a place for music lovers to come together and find inspiration,’ says Marco Schultz, DACH director at Sonos. ‘We want to let people feel how sound can bring a home to life.’

Designed in-house in collaboration with local artists, the store combines furniture and interior design emblematic of urban Berlin with artworks inspired by international and local musicians. For the opening event, a photography exhibition in honour of Bowie and celebrating his Berlin era is showcased on the wall. Music, film and even technology, art and design events are on the upcoming programme, according to the brand, as the Sonos concept store aims to transcend retail and deliver cultural experiences.

Images Courtesy of Sonos

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