A store that sells synthesizers and drum machines bringing in DJ Jazzy Jeff to spin live on opening night—that image alone tells you this isn't your typical instrument shop Roland's going for. On the night of October 10th, at 414 West 14th Street in New York's Meatpacking District, blue and orange neon lights washed over exposed brick walls as a 9,000-square-foot space transplanted Roland's entire hardware lineup into what feels more like a recording studio than a store.
This marks Roland's first standalone store in the US, and its third flagship following locations in London and Tokyo. The opening party was invite-only, officially launching after a preview event held in late September.
Walking in, visitors are greeted first by the "808 Museum"—a rotating exhibit currently focused on the history of the TR-808 Rhythm Composer. Further inside, the layout guides guests through Roland's full hardware range: classic BOSS pedals, the yellow Super OverDrive, blue pitch shifters, all on display. There's also a corner called "BOSS Cavern," dedicated to letting people plug into Roland amps and stomp on pedals. Visitors can get hands-on with the TR-1000 drum machine, digital pianos, and even a grand piano, with another section showcasing DW and Slingerland drum kits. Most of the demo stations come equipped with headphones, so you can just plug in and play.
Opening night performances spanned three zones—the main stage, the DJ booth, and the piano loft—featuring Mdou Moctar, DJ Jazzy Jeff, Prince Paul, Valencia Grace, Hailey Niswanger, Recloose, DiBiase, and a Man-Man All-Star Jam improv session. DJ Jazzy Jeff worked the glowing DJ platform, scratching and cutting classic breaks while the crowd packed in tight below.
