Nestled in the vibrant streets of Soho, the melodies of Gibson found a new stage. Their striking showroom and office space features a unique guitar carousel, secret bar and stage area.

Gibson had a bold aspiration, a space that transcends the conventional concept of a guitar shop and creates an experience reminiscent of their acclaimed flagship space in Nashville. Their vision went beyond merely selling guitars; it aimed to encapsulate the soul of Nashville within the bustling streets of London, the second of its kind for the brand. Morgan Lovell’s mission was clear: to craft an environment that resonated with the essence of Gibson, providing a space for everyone to enjoy.

In response to Gibson’s clear vision for their new London space, Morgan Lovell incorporated a medley of design features that echoed the brand’s ethos. At the heart of their solution was the creation of a bespoke guitar room, giving customers the exclusive opportunity to design their dream guitars, a unique offering in the UK. This bespoke room not only elevates the retail experience but also serves as a testament to Gibson’s commitment to craftsmanship and customisation.

Delicate touches associated with the craftmanship of Gibson have also been incorporated into the design of the space and create a clear synergy with the brand. If you’re lucky enough to get the invite, the design includes a secret bar accessed through a red phonebox – a quirky but popular feature. Under the same roof, Morgan Lovell also created office space to house Gibson’s marketing department. Challenges were embraced as opportunities for innovation, putting a focus on a narrative that integrates Gibson’s heritage with the contemporary vibrancy of London.

The ‘Gibson Garage’ represents a merging of cultures with nods to London and Nashville and the creation of an immersive experience that not only elevates the retail space but also transforms it into a destination, a haven where music enthusiasts can meet and indulge in the legacy of Gibson.