Monkey Shoulder opens listening bar with Percival
Blended Scotch brand Monkey Shoulder has created a vinyl listening bar inside the London Soho store of menswear label Percival.
The store has been redesigned in partnership with Monkey Shoulder and design studio Formd.
The bar area features custom-configured KEF speakers, intended to encourage customers to ‘embrace a low-tempo experience’ and to listen and linger. The idea is to be a counterpoint to the transactional pace of modern retail.
Customers who book a personal shopping appointment will be welcomed with a Monkey Shoulder Old Fashioned.
Chris Gove, Percival founder and creative director, said: “We’ve always believed that a great store should feel like somewhere you actually want to be. With Soho 2.0, working alongside Formd and Monkey Shoulder, we’ve created something that reflects how we think about menswear: considered, unpretentious, and rooted in the things we love: good music, good whisky, and great clothes.”
The partnership follows the launch of Monkey Shoulder Records last year, which featured two listening experiences hosted at KEF Music Gallery London and The Hoxton. Both partnerships featured DJs and collaborations with seven UK record stores, as well as bespoke cocktails designed to pair with the records.
James Eisen, Monkey Shoulder brand manager, added: “Following the success of Monkey Shoulder Records, which was inspired by the resurgence of listening bars and record store culture, we are delighted to have joined forces with Percival to roll out a full-sensory experience in its Soho store.
“The low-tempo setting [and] chance to enjoy sounds, sip, and style will no doubt be a huge success among visits this year. Cheers to that.”
Percival and Monkey Shoulder will release limited co-branded apparel later this year.
The launch taps into the growing trend for music-inspired bars, something we looked into recently.
Monkey Shoulder is the sponsor of the Ultimate Bartender Championship, which kicked off last month.
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