Audio Specialist Launches Pop Up Store With Free-For-All DJ Booth

Interactive installations and cutting-edge technology by Sennheiser

Keen to help consumers develop a closer relationship with sound, German premium audio brand Sennheiser has launched pop-up stores in New York’s Lower East Side and San Francisco’s Mission District that feature their own DJ booth, interactive installations, and other original concepts. Running until December 28th, visitors will be able to test products by plugging in their own devices or playing music from curated playlists – all while enjoying drinks from IZZE and Runa.

Inside the store, visitors are greeted by abstracted forms of grey acoustic panels and cityscapes. Headphones are displayed on illuminated ‘sound towers’ which form a visual ‘sound wave’ of light that echoes the urban environment and reflects the cityscape across the entire space. Another standout feature is the interactive window installation by Nanika, which visualizes the ambient noise from the city such as passing cars, chattering pedestrians, or customers clapping.


To make sure customers can try out their favorite products in a real-world scenario, each of the stores has also been fitted with a DJ booth and gaming area. Most of the offerings are from Sennheiser’s consumer range, which features products ranging from $20.00 – $300.00. URBANITE, and the premium MOMENTUM ON-EAR area just a couple of examples of the products on display.


The New York store will also play host to weekly events with local musicians and artists that can all be viewed on the company’s website.

“The primary mission of these pop up stores is to offer urban consumers a deeper appreciation of premium sound, while encouraging them to foster a closer relationship with Sennheiser,” explains Stefanie Reichert, Director Strategic Marketing Sennheiser. “During November and December, in each of these U.S. urban capitals, consumers will have the opportunity to interact directly with our brand, giving us the opportunity to better understand customers’ needs while perhaps influencing their decision-making criteria.”


The concept stores follow on from the company’s highly successful “Let Your Ears Be Loved” campaign that launched earlier this year. The campaign, which features video, social media and experiential events encourages millennial consumers to pamper their ears with aural pleasure.