Fine Sounds Group changed its name to World of McIntosh and opened its first World of McIntosh Experience Center in New York City’s SoHo neighborhood.
The four-story multimillion-dollar townhouse will be used to demonstrate the company’s family of hi-fi brands through events intended to expand awareness. The company’s brands are McIntosh Laboratory, Audio Research, Pryma, Sonus Faber, Sumiko, Sumiko Subwoofers and Wadia. The best-known brand in the U.S. is McIntosh.
The company name change reflects “renewed commitment to all of our brands” to “reinforce our position as the family of the finest audio brands in the world,” the luxury-audio vendor noted.
The goal of the Experience Center “is to help educate people about the profound difference an ultimate-quality audio system can make in their lives,” said World of McIntosh CEO Mauro Grange.
“It is a place where we can open the doors and invite people in to experience the products and understand for themselves why we deserve to live among other luxury brands,” a spokesman added.
The townhouse, at 214 Lafayette Street, will host a series of event that will include live music performances, movie screenings on a theater-size screen, food, showcases of artwork, and talks by experts in art, politics, literature and psychology to speak to the impact of music on the world, the company said. Charity events will also be held.
The townhouse also features an in-door pool.
“We want to provide consumers the ultimate home audio experience, something beyond just an equipment demo, said Charlie Randall, World of McIntosh COO and president of McIntosh and Wadia. “Whether you’re a longtime audio enthusiast or just starting to learn about the art of quality sound, the WOM townhouse and Experience Center will allow you to fully understand how luxury audio can enhance your lifestyle.”
Four years ago, McIntosh launched its first McIntosh-dedicated rooms in retailers’ stores, though only with McIntosh-brand equipment.