Fender has opened its first Artist Showroom in China, in Shanghai’s Xuhui District.

The Fender Artist Showroom Shanghai marks Fender’s fourth Artist Showroom worldwide, following places in Tokyo, London and Nashville. It can serve each as a working house for Fender’s Shanghai-based artist advertising and product groups, and to supply “elevated companies to Fender China’s intensive roster of artists”.

The brand new showroom is housed inside a two-storey constructing, with the primary flooring that includes a product show space, guitar tech station, and amp room – and commonly internet hosting neighborhood occasions together with product trials, musician workshops and reside performances – and the second flooring serving because the workspace for the Fender China workforce.

“From London to Nashville, and Tokyo, every Fender Artist Showroom is greater than only a bodily location, it’s an emotional bridge connecting artists with the model. It’s a spot the place musicians discover inspiration and assist, and the place Fender good points direct perception from artists to co-create the way forward for music,” says Edward “Bud” Cole, President of Fender Asia-Pacific.

“In the present day, we’re proud to increase this bridge to Shanghai – a dynamic, inclusive, and worldwide metropolis. This transfer is just not solely a key extension of our world technique but in addition a stable dedication reflecting our agency perception in the way forward for the Chinese language market and our long-term funding right here.” 

“At Fender, we’re dedicated to accompanying musicians and gamers at each stage of their music journey,” says Peggy Dai, Common Supervisor of Fender China. 

“With the institution of Fender Artist Showroom Shanghai, we sit up for listening extra on to the voices of native musicians and gamers, translating their suggestions into enhanced companies and merchandise that higher meet native wants.”

With its new Artist Showroom Shanghai, Fender says it appears to “deepen artist relations and neighborhood cultivation”, whereas integrating “Fender’s model spirit with Chinese language music tradition”.

Sam is the Affiliate Information Editor for Guitar.com and MusicTech. Completely immersed in music tradition for almost all of his life, Sam has performed guitar for 20 years, studied music know-how and manufacturing at college, and in addition written for the likes of Guitar World, Complete Guitar, Steel Hammer and MusicRadar.