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Amping Up The Ultimate Brand Experience

In 2021, Gibson Inc opened their flagship Gibson Garage in Nashville, TN, attracting musicians, guitar enthusiasts, and novices into the Gibson ecosystem. GPJ led the experience design, reimagining the guitar store experience, making it a top Music City destination.

The Opening Set
The Gibson and GPJ partnership expanded with the Gibson Mobile Garage debut at the Pilgrimage Festival, featuring the ‘Infinite Guitar Tunnel’, AR guitar lessons, merchandise, and promotions for the Gibson Garage and Gibson's website.

In 2022, Gibson enlisted GPJ to redesign the Gibson Acoustic showroom in Bozeman, MT, where every Gibson acoustic guitar is made. GPJ’s design highlighted the precision, quality, and heritage of the Gibson brand.

Harmonious Design
Inspired by Nashville, Gibson announced plans to expand to the UK in 2024. Near London’s Oxford Street, the Gibson Garage London offers an immersive space for music enthusiasts. “The Gibson Garage is how we want our fans to experience Gibson,” said Cesar Gueikian, President and CEO of Gibson. Partnering with Morgan Lovell, GPJ adapted Nashville’s design for London, overcoming spatial challenges to create a dynamic multi-floor retail experience.

The impeccably designed areas feature an Acoustic room, Custom Shop, jam rooms, and a range of Gibson merchandise. A gallery stairway leads to the lower floor, showcasing Epiphone and Kramer brands, with a performance stage and a gaming-themed Kramer space.

Gibson and GPJ have crafted immersive experiences in Nashville, Bozeman, and London, redefining connections with music globally.