Schmitt Music Company has announced the Nov. 1 public grand opening of its new flagship retail showroom and office at 7800 Picture Drive in Bloomington, the former home of Lifetouch. A private VIP celebration will be held on Oct. 29 from 4 p.m. to 7 p.m., with a more formal public grand opening scheduled for Dec. 10.
Visitors to the expansive 92,000 square-foot showroom will find specialty shops that have been designed to reflect the ‘personality’ of each instrument. The rooms include the Saxophone Shop, Flute Gallery, Trombone Shop, Trumpet Shop, Clarinet Gallery, The Paul A. Schmitt Violin Shop, named in honor of the company’s founder, and the Steinway & Sons Spirio Lounge. They will also be able to attend recitals, rehearsals and masterclasses in an acoustically designed concert hall with seating for 100 people and take advantage of expert or instrument-specific repair services.
Peter Schmitt, the fifth-generation CEO of the 126-year-old, family-owned business, selected Minneapolis-based Shea to reimagine the space. “Our new building provided the opportunity to rethink our music retail environment to not only house Schmitt’s business for the next 126 years, but also foster the connections – with each other, our customers and community – that are the founding heritage and enduring legacy of our company,” said Schmitt. “Customers will continue to find that our instrument departments are headed by extraordinary people with the dedication and expertise needed to respond to inquiries and performance needs.”
Shea, a multi-disciplinary design firm behind many of the most captivating and contemporary retail and hospitality environments in the Twin Cities, approached the project by creating a store-within-a-store experience. “Our expertise is in creating great guest experiences,” said Kim Aune, senior vice president, principal. “We are delighted to have partnered with Schmitt in designing a destination that is welcoming, inspiring, accessible and memorable for every musical interest, from first-time musicians and students to music educators and professional musicians.” In addition to the building’s redesign, Shea took a holistic approach to refreshing the company’s logo and brand identity to reflect not only its heritage but also to launch its next generation in a more contemporary manner.
“Schmitt Music has always been about more than selling instruments and lessons,” said Schmitt. “With our new flagship store, we are expanding upon our commitment to provide customers and community with a space to explore and pursue their musical dreams. We remain dedicated, just as my great-grandfather was when he opened our first store in 1896, to helping people make music.”
