Standing in the Gibson Garage London yesterday, a couple of things hit me. One was that getting Jimmy Page, Tony Iommi and Brian May in one place, let alone a press event for a brand's new UK public hub, is a very impressive flex. But moreover, it feels like Gibson is really going all-out to bring beginner guitarists onboard.
Away from the headline-grabbing appearances and (surprisingly large) volume of merchandise, the second Gibson Garage feels like a statement that means more than just a physical space; it's a reflection of the brand's identity and priorities. While you're greeted with aspirational Gibsons on conveyer belts as you walk in, the basement's big open space is all about Epiphone. And it's there that CEO Cesar Gueikian, sitting alongside an enthused Jimmy Page as a new multi-year signature partnership was announced, made a clear commitment to new guitar players.
