JBL sought a retail environment that wouldn’t just display products, but embodied the brand’s dynamic audio culture. The space needed to engage customers sensorially and informatively in a high-traffic environment without sacrificing clarity or impact.The objective: design a standout experience within MediaMarkt Arena that balanced cutting-edge technology, interactive engagement and clear product storytelling, all within a shop-in-shop format.

The project was driven by experience. Tchai designed the spatial concept as a 360° brand environment, carefully orchestrating audio, lighting and digital interaction to immerse visitors in the JBL universe. Working closely with specialist partners, technology and content were integrated seamlessly into the physical design. Every element, from sound output to visual rhythm, was aligned to support engagement, exploration and brand storytelling.

The JBL Arena shop-in-shop delivers impact from every angle. A dynamic LED floor, illuminated pillars and a suspended LED ring create a strong visual identity, while 40 JBL PartyBox speakers provide powerful 360° sound throughout the space.
Interactive product tables with touchscreens allow customers to explore features, compare models, watch product videos and view 3D content. All digital elements are centrally managed, enabling flexibility, consistency and easy content updates.
The result is a fully immersive environment where sound, technology and spatial design reinforce one another.

• High-impact JBL shop-in-shop in MediaMarkt Arena Amsterdam
• Immersive audio-visual experience that brings the brand to life
• Strong customer engagement through interactive technology
• Clear and intuitive product discovery
• Scalable experiential retail model for future locations