Ultimate Electronics opened the first of 35 planned Hard Rock Café-inspired home theater rooms in its two Las Vegas stores earlier this month.
The demonstration rooms, dubbed Hard Rock Sound Asylums, feature the look, feel and select memorabilia of the rock 'n roll restaurant chain, along with Klipsch loudspeakers, Pioneer components, a Sharp projector and Berkline home theater chairs.
"The entire room will immerse music fans in a casual club atmosphere," said Ultimate president/COO Dave Workman. "The partnership with Hard Rock and Klipsch enables us to leverage our brands and combine entertainment and fun."
Ultimate plans to invest about $1 million to install the 35 theme rooms, which will be rolled out through year's end.