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Harman Experience Store format comes to Europe with Munich flagship

Audio brand Harman International – a subsidiary of Samsung Electronics – has opened its first Experience Store in Europe, in Munich. The store, at Sendlinger Strasse 46, has been designed by Gensler.

The store acts as a showcase for Harman’s audio products across all consumer and automotive categories, and seeks to highlight how the brand’s heritage of craftsmanship merges with innovation and new technology. The store will feature products from sister brands JBL, Harmon Kardon and AKG.

The store has a 33.5m glass façade, opening onto a dynamic interior that pays homage to Germany’s long association with automotive culture and precision engineering.  The store design acts as a visual representation of a sound wave – articulated through form and light - that guides visitors from the front to the back of the interior.

The interior has been developed as an adaptable space which can be transformed for in-store events that will include lectures, parties and small concerts, as well as experiences such as car launches, chosen to let customer interact with the brand.

In-store fixtures can be moved, digital displays can be taken over, and colour-changing LEDs in the ceiling can be used to ‘wash areas’ in particular shades. There will be rotating displays of cars that feature audio products from Harman and its sister brands.

“Our first Harman store in Europe transcends simple retail to a memorable visual and auditory experience centre,” says Harman lifestyle audio president Michael Mauser. “It is a dynamic showcase for our family of brands including JBL, Harman Kardon and AKG, and it will feature select cars from our automaker partners that include our in-dash technologies and sound systems. The store will truly be a place where speed meets sound, combining our automotive audio and consumer audio heritage in one place. Through it, we will continue to transform how consumers interact with our audio products and brands.”

Harman opened its first flagship store in 2010, in Shanghai, and has since added sites in locations including Tokyo and New York.

“Flagship stores tell our story and enable us to take centre stage to connect directly with consumers. This is an important step in the development and growth of our brands across Europe and we are delighted to welcome consumers to our Munich Experience Store,” adds Harman chief marketing officer Ralph Santana.”

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