Beats SOHO Retail Store

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 will.i.am, Matt Lauer and Ryan Phillippe, and sets the beat for Future Beats retail activations.