First Look: Sonos brings the music home in retail debut

Sonos, known for its “smart” sound systems, has made its bricks-and-mortar debut with an interactive store that celebrates music.



The store, in the SoHo section of Manhattan, is designed to allow visitors to listen to music — and experience Sonos products — the way they would at home. It also offers "Simple Set Up," a white-glove, in-home service that includes local delivery, set-up, and product introductions for in-store purchases.



The 4,200-sq.-ft. store features seven, state-of-the-art listening rooms.



Each of the 10-ft. by 12-ft. rooms was custom-built with four layers of acoustic sheet rock and a 2,000-lb, steel-framed glass door to ensure sounds are contained within the individual space.



In addition, each room features a different visual esthetic to showcase how the minimalist appearance of Sonos products can blend seamlessly with the interior of any home. And each offers three distinct scenarios to demonstrate what it's like to hear music in multiple rooms, from the living room scenario with its home theatre set up to the kitchen, which has a single speaker.



Six of the seven, house-shaped listening rooms form a row on the ground floor.



Stepping inside, visitors are welcomed with a greeting that explains how the room works, followed by an invitation to take control and choose music from Spotify , Apple Music, TiDAL, and Sonos’ other streaming partners.



The seventh room is located on the lower level of the store and offers a HiFi haven for audiophiles.



Décor elements, including hand-woven rugs, full bookshelves, and custom furniture from Partners & Spade, the design partner for the store, also contribute to the sound experience in the listening rooms.



"Each room has been acoustically designed to replicate a great home listening environment," said Giles Martin, Sonos Sound Experience Leader. "The intention is to allow the music to do the talking, making it easy for everyone to experience Sonos exactly as they would at home, even though they are in the retail environment."



Stylish home furnishings and décor elements are highlighted throughout the entire store, from official artist biographies to original artwork and installations that celebrate music culture and curation. An 8-ft. by 10-ft. hand-painted portrait of famed record producer and long-time Sonos advisor Rick Rubin hangs near the entrance.



In an ode to speaker culture, a 17-ft. by 24-ft. "wall of sound" that features a working art installation comprised of 297 Sonos speakers hangs in the rear of the space. And an extensive collection of New York music magazines, including out-of-print titles, hang prominently within the main space.