German audio company opens experiential store in New York

A German brand known for its high-quality headphones had dropped anchor in the United States.



Sennheiser has opened a pop-up, in the SoHo section of downtown Manhattan, that is designed to let visitors try out its products firsthand.



The brand is also set to open a permanent retail space, at the Westfield World Trade Center in Manhattan, in late October. It will serve as a showroom and not sell product (product is sold at the pop-up, however).



“The stores will also host events and activities that will share further aspects of the world of Sennheiser, bringing to life our vision to ‘Shape the Future of Audio,’ ” said Guido Karbautzki, senior VP global retail channel, Sennheiser.



The SoHo pop-up is designed to transport visitors sonically and visually: Visitors enter the space via a “sound tunnel” that has been carefully engineered to damp the external noise levels bit by bit so that the buzz of the city streets outside recede as visitors proceed further in.



The store itself is divided into two zones, with a public area dedicated to listening experiences and retail, and a showroom for professional solutions. The brand’s full line is on display, from its new travel headphones to its in-ear headphones.



The store’s highlight, called the “sound temple,” allows for total audio immersion, and invites visitors to try out some of Sennheiser’s latest innovations and high end audio products.