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Feel The Groove: HMV Chooses Birmingham For New Experiential Store

Feel the groove ...

Birmingham is to be the venue for HMV’s first venture into experiential retail.

In February the venerable music retailer was bought out of administration by Doug Putman, head of Canada’s Sunrise Records.

A new concept called The Vault will occupy the 41K SF former Ikea outlet at Dale End, and will focuse on vinyl and include space for gigs and live events, Property Week reported.

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.

Earlier this summer Action Stadium, which hails from Finland, brought its latest gamification concept to the high street and picked the Midlands to make its debut

Lego chose Birmingham for their new experiential store, with a site in Hammerson's Bullring shopping centre.