Gibson Garage London Opens

With Jimmy Page, Tony Iommi, Brian May, and James Bay...

A trailblazer of expertise, quality and style Gibson inspires musicians of all ages, irrespective of country or music genre, the global instrument brand has been at the forefront of innovation for several decades.

Created to match Gibson Garage in Nashville, Gibson Garage London, located on Eastcastle Street, just one block from Oxford Street, opened its doors yesterday to an enthusiastic crowd. A stellar, star-studded event, it was the opening of the first-ever Garage brand store outside America. 

A buzzy affair from start to finish, also toasted was the new partnership with Jimmy Page, and the guitar legend was there to cut the ribbon. Joined by Sir Brian May and Tony Iommi it was an inspired, heart-stopping moment, as the three superstars gave the crowd a standalone snapshot in time.

Appearing In Conversation with Matt Everitt, of BBC Radio 6 Music, Jimmy Page and Gibson President and CEO Cesar Gueikian tackled topics such as the history of the instrument maker, the track record of new thinking and giving people a full music experience. The focus delved into the idea of fostering community, bringing people of all abilities together and the ongoing ambition to encourage and help young, aspiring musicians.  

“The Garage is designed to be a part of the London music community with a live stage featuring performances and special events from music icons and emerging artists on any given day,” Gueikian enthused. “We hope the Gibson Garage will have a dramatic impact on the London music scene in addition to becoming a must-see destination.”

The initial meeting between Page and Gueikian was the start of an vibrant relationship. “When I met with Cesar and he explained what the future of Gibson looked like, I knew I needed to be involved,” Page explained. 

He continued, “There is a spirit in the place; after seeing the people working at the factories and getting a connection with them, I knew that picking up that Les Paul Custom and the Doubleneck all those years ago was certainly the right decision.” 

Playing live in the new store, English singer-songwriter James Bay gave a short but striking acoustic set. An intimate, energising performance, it was a terrific way to illustrate Gibson’s values and ambition. 

“As a musician, even just holding a guitar for the first time was transformative. Then there was the first picked melody, the first blisters on my fingers, and still I went back for more,” Bay said. “It’s something I’ll just never tire of.” 

The Gibson Garage London is open daily Monday-Saturday from 10:00-7:00 pm and from 12:00-6:00 pm on Sunday.

Words: Susan Hansen
Photography: Dave Hogan

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