Giving guitar aficionados and music fans access to an iconic Gibson guitar experience.

The Challenge

Gibson guitars are iconic and known for their unique style and sound. Historically, access to Gibson was limited to guitar aficionados who knew where to seek out the best. We were given the blank canvas of a historical space in the heart of Nashville to bring the history and future of Gibson guitars to life for guitar enthusiasts and music lovers alike. The space needed to exude the Gibson brand and have something for everyone in order to make it a top tourist destination in Nashville. Oh, and its retail sales had to also cover its development and ongoing costs.

The Idea

The stories of many music legends begin with a group of buddies learning to play and practicing in their garage. This was the inspiration behind the Gibson Garageā€”a place where guitarists can create a customized Gibson guitar, or someone learning guitar can come plug in and try out new or classic guitars, or a visitor to Nashville can see memorabilia from music greats throughout history, plus pick up some merchandise to take back home.

The Results

We created a commercial opportunity for the brand while also curating a variety of engaging experiences. We allowed visitors to learn new things, be inspired to play the guitar, take home a part of the Gibson lifestyle, or simply share some Instagrammable moments with friends. Since its opening in 2021, the Gibson Garage has exceeded expectations on key metrics including daily visitors and retail sales.