Yamaha Music London, Yamaha's Only European Flagship Store,
Reopens October 12 Following In-Store Renewal

Experiential Services Expanded to Encourage Visits from Beginners, Those New to Musical Instruments
Musical Experiences Blend Digital and Real Life, Expanded Yamaha Guitar Selection Biggest in Europe

Yamaha Music Europe GmbH, a subsidiary of Yamaha Corporation, announces the renewal and subsequent reopening of its European flagship store, Yamaha Music London, on October 12, 2023.

Yamaha Music London opened its doors in 2007 in the heart of Soho, London as Yamaha's European flagship store. This was its first in-store renewal in six years. Guided by the four themes of "Inviting," "Inspiring," "Experience," and "Repeating," the renewal has transformed the store into a place where a broad range of customers—from those who have never touched a musical instrument to professional musicians—can enjoy music and experience the Yamaha brand.

GF: Designed to be more welcoming to beginners and those who have never played a musical instrument

• Expanded experiential service offerings and entry-model displays. Now features Europe's largest selection of Yamaha digital pianos, which are perfect for those new to the piano.
• Newly added event space with stage and AV gaming area, which allows visitors to experience Yamaha AV product quality through games.

B1/1F: Selection of products and services that can cater to everyone from beginners and hobbyists to professional musicians and performing artists

• Newly added basement floor dedicated to guitars now offers Europe's biggest selection of Yamaha guitars. Another new addition, "The Guitar Lab" features full-time technicians who can perform guitar maintenance, etc.
• Also a popular photo spot, due to its classical architectural style, the first floor now features an impressive display of around 30 acoustic pianos.

Other:

• Strengthened user-centric services and introduced check-in system using the "Yamaha Music ID" multi-service member's ID to better respond to customers' day-to-day needs.
• Added video and photo space to make it easier for customers to share a glimpse of their musical experiences with others.

1. Ground floor redesigned to be more welcoming to everyone, with improved product displays geared toward events and beginners

The ground floor has been redesigned to cater to those who want to enjoy musical instruments, with a new "Yamaha Stage" event space and a "pre-beginner island" that features displays with models geared toward beginners and those who are new to musical instruments. With a booth where visitors can handle and try playing musical instruments, lesson-type events conducted by staff, and more, the store helps beginners and those new to musical instruments discover an instrument that suits them and get the most out of playing it. The floor offers Europe's largest selection of digital pianos, with models geared toward a wide variety of uses, including those perfect for beginners. The first of its kind at a Yamaha Group directly managed store, a new permanent "AV gaming area" that allows visitors to experience Yamaha audio equipment through gaming has been added to attract those with little or no previous contact with musical instruments. Moving forward, the store also plans to expand global customer contact points by using the event space to host events in collaboration with Yamaha directly managed stores in Ginza, Yokohama, Singapore, and more.

2. New floor dedicated to Yamaha guitars offers Europe's biggest selection, new guitar lab

The basement floor has been redesigned as a dedicated guitar area and now offers Europe's biggest selection of Yamaha guitars (approx. 170). The first of its kind at a Yamaha Group directly managed store, the new "The Guitar Lab" features full-time technicians who can assist with guitar set up and servicing. The floor is also home to leading models of Yamaha guitars, displays featuring vintage guitars, and more.

3. New booth with musical instruments, audio equipment, and cameras makes sharing on social media easier

4. Classical architecture with around 100 years of history make piano displays unforgettable

5. Introduced store check-in system using the "Yamaha Music ID" member's ID

To celebrate the renewal and reopening of Yamaha Music London, the "Ginza x London Remote Live" remote live performance was held on Friday, October 6 in the piano showroom, in collaboration with the Yamaha Ginza Shop. Disklavier™ pianos at the venues were connected online using their automatic performance function and pianists in London and Ginza each gave a performance.

Store Information

Products

Piano, Digital Piano, Keyboard, Stage Piano, Synthesizer, Guitar, Bass, Effects, Amplification, Drum, Brass/Woodwind, Strings, Percussion, Music Production, Professional audio, Home cinema, Headphones, Earphones