Beats SOHO Retail Store

April 2016
Installation / Exhibit
New York, NY
1,000 - 5,000 Attendees
Dr. Dre asked MKTG to design and launch a retail space for his Beats By Dr. Dre line of audio accessories. The coal was to align with his reputation for perfection and create a space – part museum, part lounge, where music lovers could engage meaningfully with this new form of music appreciation. MKTG created a hip, luxurious spaces with a glass sound booth, pumping Dre’s Greatest Hits and a bar stocked with HTC tablets. Renowned street artist Morningbreath adorned the space’s walls that displayed one-of-a-kind Beats headphones designed for athletes like Serena Williams and The New York Yankees. The store opened with a party – guests included Dr. Dre himself and music legend Jimmy Iovine – the space remained a magnet for musicians and music fans alike, including, Matt Lauer and Ryan Phillippe, and sets the beat for Future Beats retail activations.
Venue map
Pop Up Store NYC
New York, NY
Event Team
Agencies & Vendors
  • Experiential Agency
    Multiple locations

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