Feel The Groove: HMV Chooses Birmingham For New Experiential Store
The new store will revive some of the romance and sociability of buying recorded music.
Sunrise Records is reported to have already signed a lease on the Dale End unit.
The store’s name pays homage to the decidedly un-vinyl Vault download and streaming service operated by HMV before its latest round of troubles began.
The concept store will offer customers the opportunity to see and test HMV’s products in an interactive, experience-led space.
HMV’s decision to launch the new concept in Birmingham builds on the growing trend to use the city as a testing ground for new retail offers.