Harman wanted a showroom that goes beyond traditional product display; a space where visitors can experience the energy, quality and innovation behind JBL, Harman Kardon and JBL Quantum. The environment needed to support diverse audio categories while engaging partners and clients in meaningful, immersive interactions.

Tchai approached the project as an integrated brand space realisation. From spatial layout and materialisation to bespoke fixtures and technical execution, every element was designed to reflect the dynamic character of the brands. The showroom had to balance experiential impact with functional clarity, allowing visitors to explore products intuitively while feeling the performance and design DNA that define JBL and its associated brands.

The JBL showroom brings together dedicated areas for JBL, Harman Kardon and JBL Quantum, each curated to reflect the visual language and sensory experience of the respective brand. Through considered lighting, architectural dialogue and intentional product placement, the space encourages exploration, discovery and firsthand engagement with the full audio portfolio.

The completed showroom elevates JBL’s retail and partner ecosystem by providing an environment that clearly expresses product technology, brand identity and experiential richness. It sets a standard for how audio products can be showcased in a way that feels alive, engaging and aligned with brand values, strengthening Harman’s relationship with retail partners and clients alike.