IFA delegates and visitors could experience the Yamaha brand, from source to speaker

It was all about the music for Yamaha at IFA this year. The firm’s impressive new AV kit shared stand space with pianos, guitars and violins. We asked Michael Geise, Yamaha’s European AV products manager, about the decision to combine audio and real instruments:

We were not really talking about technology on this stand, we simply wanted to show how good music can sound and it was the first time that our musical instrument colleagues joined us. So we have enlarged the brand experience for all our visitors here.

You went for a deliberately hands-on approach, why is that?
Our booth concept really is to be customer-centric so we want our customers to experience Yamaha products, and fool around with them. So on our AV section we had ve different demonstrations, from casual audio streaming to high-end HiFi and everything could be touched and listened to so customers could experience what it means to listen to beautiful music and how easy streaming can be. Next to that we were offering drum workshops, guitar lessons etcetera. So whatever instrument the customer wanted to try, they immediately got a short, inspiring lesson. No matter if you were a beginner or professional, the instruments were ready and tuned, because we wanted to show our way of thinking about how music should be made and listened to.


Do you think the stand helped to get Yamaha’s message across?

In the past we have always been telling people at IFA that we are the largest manufacturer of musical instruments in the world and now we can prove it. We want to show that by using our audio components or even using our instruments, there is nothing coming between the artist and the customer. Our target is to reproduce music as realistically as possible. There’s nothing better than the original of course, but we want to be as close to the original as possible. By showing our musical instruments as well, I think the customer can understand that Yamaha is the only brand in the world that can cover music from beginning to the end.

Photo: Hands-on: the Yamaha stand at IFA