Steinway & Sons

CASE STUDY

CHALLENGE

Steinway & Sons is virtually a household name, interwoven with musical history since 1853, used by nine out of ten concert pianists featured in countless lyrics and favoured by some of the greatest musicians spanning the range from classical to rock. We were delighted to launch their impressive new showroom in the heart of Paris on the Boulevard Saint-Germain, which was a momentous event as the brand’s first flagship opening since the 1875 unveiling of its London premises. Spread over two floors in a fittingly classical Haussmann building, the all-white 700 m2 space incorporates a number of salons and a 50-seat auditorium, setting the perfect stage to introduce Steinway’s innovative masterpieces for the 21st century to the French capital. We have since accompanied Steinway in their release of new technology and collaborations that make music history.

OUR WORK

The highly anticipated flagship opening was attended by the Paris Who’s Who, musicians and music lovers who were treated to a performance by world-famous pianist Lang Lang’s prodigy. The magnificent recital held in the nearby church of Saint-Thomas d’Aquin added to the many landmark performances given over the years by the likes of Horowitz and Rachmaninoff in celebration of the Steinway piano.

 

We equally launched the Spirio, the world’s finest digital player piano system and the company’s most significant technical innovation in 70 years, as well as the Sunburst. Limited to 69 models worldwide in celebration of the year that brought us both Woodstock and ‘Abbey Road’, its rich detailing was inspired by the guitars of 60s icons Hendrix, Dylan and Clapton. We staged a memorable evening in June 2018 as homage to the era, with performances by Chris Stills and French music legend Christophe. Further to these, we organised several press trips to the European headquarters and manufacturing seat of the company in Hamburg for Steinway’s 165th Anniversary.

 

In the spring of 2019, we launched the most prestigious Steinway piano, the Lang Lang Black Diamond. An edition limited to 88 models, it was especially conceived for and by its namesake, one of the greatest pianists of our time, in collaboration with Dakota Jackson. In addition to representing a gem of design and know-how, the Black Diamond incorporates ground-breaking technology, with the second generation Spirio R system which allows for immediate recording. The unveiling of this milestone piano was celebrated with a concert by Lang Lang attended by 1600 guests from all over the world and held at the Paris Philharmonic as an unforgettable and spectacular private event.

RESULTS

The opening struck a key note in enhancing the distinctive legacy of the brand which epitomes musical excellence. Attended by the French capital’s cognoscenti of music and culture, as well as selected press, the opening generated impactful narratives and images that were featured in major newspapers, lifestyle and specialist publications. We have been successful in raising French awareness of Steinway’s hallowed music history and current technological innovations. Our focus on the many aspects of the piano as a work of superior craftsmanship, an object of beauty and a cultural signifier also served to enhance its status as a lifestyle object which holds appeals for a clientele beyond music lovers and specialists. Each event which we have undertaken has been a further highlight which enhances the mystique and enforces the iconic, timeless status of  the Steinway name.

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