Yamaha recently announced the re-opening of their store in Soho, London following a significant refurbishment project. The opening of the new store was celebrated with a lauch party attended by guests from around the world, including representatives of the Yamaha Corporation, along with celebrities and artists from the music, art and theatre worlds.
The ground floor has been designed to provide a warm welcome to ‘pre-beginners’, with experts on hand to offer guidance to those wishing to discover a musical instrument that suits them. Registered members are able to check in at the door using their Yamaha Music ID, and enjoy benefits such as unique gifts, music lessons and more. To find out more about how to register for membership, click here.
A new Yamaha Stage performance space has been introduced, and will host live music events throughout the year, whilst a dedicated AV and gaming area demonstrates the capabilities of Yamaha True X and Dolby Atmos audio technologies. The floor also features Europe’s largest collection of digital pianos, including a range of entry-level models perfectly suited to beginners.
The basement level houses a dedicated guitar area, with a huge selection of the company’s current leading models on display alongside a selection of vintage classics. There’s also a Guitar Lab, where an in-house master luthier will be offering guitar set up, maintenance and servicing support. A new Content Creation Zone, which is the first of its kind in a Yamaha Group store, then provides a permanent in-store recording booth kitted out with Yamaha equipment and a camera for customers wishing to share and post photos and videos of themselves trying out instruments and kit. The first floor then retains the building’s original 100-year-old architecture, and serves as a showroom for around 30 Yamaha and Bösendorfer acoustic pianos.
For those wishing to visit the store, it can be found at 152–160 Wardour Street, Soho, London, W1F 8YA.