Yamaha Music London reopens following in-store renewal

Yamaha Music Europe GmbH, a subsidiary of Yamaha Corporation, has announced the renewal and subsequent reopening of its European flagship store, Yamaha Music London, on October 12, 2023.

Yamaha Music London opened its doors in 2007 in the heart of Soho, London as Yamaha's European flagship store. This was its first in-store renewal in six years.

Guided by the themes ‘Inviting, Inspiring, Experience and Repeating,’ the renewal has transformed the store into a place where a broad range of customers – from those who have never touched a musical instrument to professional musicians – can enjoy music and experience the Yamaha brand.

The ground floor has been redesigned to cater to those who want to enjoy musical instruments, with a new Yamaha Stage event space and a "pre-beginner island" that features displays with models geared toward beginners and those who are new to musical instruments.

With a booth where visitors can handle and try playing musical instruments, lesson-type events conducted by staff, and more, the store helps beginners and those new to musical instruments discover an instrument that suits them and get the most out of playing it.

The floor offers Europe's largest selection of digital pianos, with models geared toward a wide variety of uses, including those perfect for beginners.

The first of its kind at a Yamaha Group directly-managed store is a new permanent AV gaming area that allows visitors to experience Yamaha audio equipment through gaming. Moving forward, the store also plans to expand global customer contact points by using the event space to host events in collaboration with Yamaha directly managed stores in Ginza, Yokohama, Singapore and more.

The basement floor has been redesigned as a dedicated guitar area and now offers Europe's biggest selection of Yamaha guitars (approximately 170). The first of its kind at a Yamaha Group directly-managed store, the new The Guitar Lab features full-time technicians who can assist with guitar set up and servicing. The floor is also home to leading models of Yamaha guitars, displays featuring vintage guitars and more.

Also new is a content creation zone, located on the basement floor, which offers a permanent in-store recording booth that supports still photography and video to cater to the needs of customers who want to post photos and videos of themselves playing musical instruments on social media. Equipped with Yamaha musical instruments, audio equipment, and cameras, the booth helps customers share their musical experiences with the world.

As the first initiative of its kind within the Yamaha Group, the Yamaha Music London store allows registered members to check in at the door using their Yamaha Music ID, a Yamaha Group multi-service member's ID. This helps support a richer musical presence in members' lives via special benefits, such as original gifts, music lessons, and more.

To celebrate the renewal and reopening of Yamaha Music London, the Ginza x London Remote Live remote live performance was held on Friday, October 6 in the piano showroom, in collaboration with the Yamaha Ginza Shop. Disklavier pianos at the venues were connected online using their automatic performance function and pianists in London and Ginza each gave a performance.

Become Yamaha Music London’s next ambassador!

The ambassadorship will provide the winning emerging artists with access to Yamaha's extensive collection of award-winning instruments for a year, the chance to perform at some of London's best venues (including Yamaha's Soho-based music store) and receive exclusive mentorship in developing their future success as artists. 

ENTER HERE!