THE LEADING GUITAR DESTINATION
IN THE MIDDLE EAST
MEET
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S T O R Y
ART OF GUITAR
Established by music industry veterans with over 100 years of combined experience, alongside passionate collectors with auction level valuation and assessment experience, Art of Guitar was ‘born’ in the UAE 5 years ago. Today Art of Guitar is the leading guitar destination and largest retailer of rare and vintage musical instruments and memorabilia in the entire Middle East. Our flagship store, which is located in Dubai’s Courtyard and art district, is one of the top 10 places to visit in the UAE. Our growing locations across the region allow you to play and learn at your own pace, spend time with our luthier, focus on genres and techniques, record your own music in our studios, attend our community and live events and be part of our vibrant regional jamming community. The Flagship Gallery was created by converting an existing Art Gallery into a multi-room, dedicated, homage to the world of Fine Rare and Vintage guitars - where each element of the Art of Guitar has been curated to ensure that the merchandise is stored and displayed in optimal surroundings within a climatecontrolled environment. Our unique concept combines music instruments, memorabilia, repair services, AV recording, professional audio setups, studio rentals, music lessons, academic certifications, trade-in programs, regular community jams and concierge services which collectively deliver an unmatched experience specifically focussed on today’s discerning customers.
THE FLAGSHIP GALLERY IS UNIQUE IN THE MIDDLE EAST;
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S T O R E S
a destination for enthusiasts, musicians and collectors alike. The various rooms, vaults and alleyways are designed to give the customer a bespoke journey that can excite, entertain, educate and service in style. The onsite Luthier room, with certified professional staff, ensures that all stock, whether brand new, pre-loved artist signatures, or vintage, are perfectly set-up and fine-tuned to demo the very best experience. The sound-proofed listening rooms and lounges create the perfect environment to judge the sonic and aesthetic qualities of single luthier builds. The Vault is focussed on rare and collectible vintage guitars spanning nearly 100 years of the finest instruments available. Our Pro-Audio studio is for enthusiasts and musicians, looking to learn, produce and record. Our german-designed sound-proofed lesson rooms make Art of Guitar the best in class for all our customers’ learning needs; whether they’ve just picked up the guitar for the first time or are perfecting their skills. Our approach to selling a guitar resembles that of selling a high-end watch; Our team are partners who help their clients build the range of guitars they are looking for, and continue to service them, expanding their interest and knowledge, while providing opportunities to trade-in or trade-up, if the customer so desires. With an overt focus on service, NPS, returning and repeat customers, every customer interaction is seen as the first step taken together on a lifetime musical journey. By staffing our stores with experts and gigging musicians and fully certified luthiers our reputation as the true experts in the sector has already been well and truly established.
OUR CONCEPT
The success of the Art of Guitar concept is the winning combination of instruments, memorabilia and services, designed to service and grow the most exciting region on earth for new music businesses, and has already disrupted the music marketplace bringing growth, profitability and reputation to Dubai and the wider region. The omni-channel experience ensures repeat traffic to both stores and site, with a five star customer promise with each purchase, including service guarantees, free lessons, guaranteed buy-back programs and more. We have one of the highest Google ratings amongst guitar stores globally and more than all the other regional players combined. The rapidly growing Art of Music locations are driven by our belief that learning an instrument promotes opportunity for the Middle East’s young population that is keen to create and perform on a global stage. From singing to playing, we offer the most comprehensive range of music lessons in the region. Experts in all styles and genres, our academy is led by professionals who are there to guide students every step of the way. Our events company and community is there to support young musicians, via our own events business and music label, supported by mentors within the community of producers and content platforms like Arabs Got Talent and Open Jam Nights.
UNRIVALED RANGE
Art of Guitar is the only music destination in the Middle East that represents all of the major global brands, while promoting and supporting the finest small builders. We use the expertise of our team and our know-how as a data agency to ensure we have the right product at the right time in the right hands. From local to international brands, Art of Guitar is a strategic partner with world best suppliers: Fender, Gibson, Taylor, Ibanez, Lowden, Bourgeoise to name but a few - our guitar collection spans the biggest names from around the globe and is constantly expanding to include everything from PRS Private Stock to the Music Man BFR collections. We love championing and supporting new and growing musicians and companies like Abasi Concept, Novo, Franchin, PJD, B&G and Macmull. Art of Guitar is bolstered by a diverse and eclectic range of pedals and amps we offer from the major players such as Fender, VOX and Marshall as well as bespoke builders including Cornell and Friedman amps, JHS pedals, alongside vintage and signed amps from the ‘50s ‘60s and ‘70s. Customers are also drawn by our exceptional pieces such as artist signature guitars, autographed by legends like Paul McCartney, John Lennon and Brian May. Passionate collectors browse and demo our dozens of single luthier guitars and small, yet famous workshops from Dion to SCGC, Ed Claxton to Huss & Dalton, Nacho to De temple. In total over 50 different Brands, Builders and Workshops are represented across our retail stores and award winning online presence Alongside our instruments, Art of Guitar’s eye-catching Art Gallery offers unique collectors’ items and signed memorabilia from the world’s greatest musical icons.
OUR
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Art of Guitar and assocaited brands play a key role in the vibrant Middle East music community, striving to support, connect and galvanise the local music scene in a myriad of ways; from hosting weekly open jamming sessions to events such as our popular guitar building workshops, where budding luthiers can awaken the engineer, inventor, or musician that resides within. Our events business promotes, and endorses, local musicians - not only with gear from some of the world’s biggest brands - but via recording studio time, marketing and social media support via our own in-house agency and events company Shocase. The regional musicians are given access to our roster of industry contacts within the world of music, helping them secure gigs, gain recognition, and generally get ahead in a hugely competitive industry.
M M UNITY Our in-store events and partnerships host regular VIP sessions, allowing our most loyal customers to meet and mingle with some of the world’s top luthiers, learn more about guitars, investment opportunities, while partnering with adjacent local businesses who are keen to target a similar clientele. Art of Music is affordable, accessible and models itself after global community programs with the belief that learning music is a basic human right. We also provide free scholarship programs for talented students who need financial assistance.
JAM SESSIONS
The rapidly growing Art of Music academies are driven by our belief that learning an instrument promotes learning opportunity for the Middle East’s very young and growing population that is keen to create and perform on a global stage. Providing free scholarship programs for talented students who need financial assistance, and assistance with university-level scholarship applications at leading music institutes, we leasd the way in music development for the region. Building certifications and qualifications we also support students with their Trinity and ABRSM exams. From singing to playing, we offer the most comprehensive range of music lessons in the region. With experts in all styles and genres, our academy is led by professionals who’ll use their combined decades of teaching experience to support any aspiration and guide students every step of the way. Our tutors practice what they preach - on average perfroming over 200 live shows per year. Our leading research and data agency combined with the finest tutors and best in class service gives optimum results; world class customer retention, more than 40% repeat customer purchases and anal;ytics to drive purchase rates. The results are clear - we are now the fastest growing academy in the GCC.
ART OF MUSIC
EXPANSION PLAN
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OUR LUTHIER SERVICE As part of our 5* PROMISE ™, supporting the set up, modifcastion or repairs is yet another way Art of Guitar always puts the customer first. Our team of certified luthiers and repair specialists are a clear point of difference in the region and makechossing your isntrument from Art of Guitar more rewarding. Our Luthier team includes certified repair engineers from Taylor and De Jonge guitars, whilst we are growing our regional repair centre status for the majority of our partner brands. Each of our luthiers spends time each year training on site with our major suppliers and partners; ensuring that all but the most significant repairs can be carried out right here in the Middle East without the need to ship amps or guitars back and forward to Europe or North America. From performing standard inspections and consultations like cleaning, polishing and restringing, to pickup upgrades, rewiring, re- fretting, neck resets and structural repairs, we got it covered. We also perform unique modifications such as laser engraving or bespoke wiring – helping to make our customer’s instruments one of a kind.
OUR GALLERY
WHERE ART MEETS MUSIC
Alongside our instruments, Art of Guitar’s eye-catching Art Gallery section offers unique collectors’ items and signed memorabilia from the world’s greatest musical icons. Here, music fans can purchase extraordinary treasures such as items autographed by legends like George Harrison and Eric Clapton, or a rare Jimi Hendrix silver disc presentation display.
THE ULTIMATE DESTINATION FOR ARTISTS, MUSICIANS AND COLLECTORS Our team has in-depth knowledge of various categories of guitars and how to source them. From an unparalleled network into the worlds premium guitar auction houses to links with some of the worlds biggest collectors, we source it all. Our concierge service has procured dozens of gems from around the world including pre-war Martin guitars, 1950s Gibson flat tops and pre CBS Fenders. We also work with a large number of the worlds finest single luthiers offering future build slots including Andy Guyton, Dion, Ed Claxton, Isaac Jang, Marc Benetau, Nacho, Mark Gaiero and many more. Partnering with the worlds leading brands we also support our customers to design and build custom guitar purchases with over 20 premium builders.
Expanding with Gibson
THE NEXT BIG STEP At Art of Guitar, we’re constantly striving to push the boundaries of what’s possible in the world of music retail. Our commitment to providing the best products and services to our customers has set the stage for a thrilling new chapter. This chapter is a collaboration with none other than Gibson, one of the most iconic names in the music industry. Gibson’s Role in Our Expansion and Beyond: Gibson, with its legendary guitars, is more than just a brand; it has been pivotal in playing a crucial role in how we’ve shaped the music industry in the Middle East for over 15 years. As we embark on this exciting journey of growth and evolution, Gibson isn’t just another partner—it’s the cornerstone of our expansion strategy. Together, we’ll create an unparalleled music retail experience that resonates with the hearts and souls of musicians and enthusiasts alike.
STAY AHEAD OF THE COMPETITION While competitors may be trying to catch up, they simply cannot match the depth of our expertise, our commitment to quality, or our unique position in the market. Art of Guitar’s partnership with Gibson is a testament to our dedication to delivering the finest music retail experience in the Middle East.
F O U N D E R
NISREEN SHOCAIR
NISREEN SHOCAIR
Group Chief Transformation Officer at Beyond One Group Founder of Art of Guitar, Shocase Entertainment Board Member MAGRABI Retail Group Nisreen Shocair is the Ex-CEO for the Middle East at YOOX NET A PORTER GROUP and has since joined the Virgin Group and Beyond One as their Global Chief Transformation Officer for Middle East, Africa and LATAM. She is the founder of her own luxury incubator, Shocase and has one of the fastest growing retail concepts for private collectors across Art, Music, Jewelry and other Luxury Products. For the last 17 years, Nisreen has been living in Dubai, managing 50 brands across 10 countries. Nisreen Shocair was previously appointed by Providence Equity Partners as the CEO of a live streaming network serving the MENA region, a first mover in the space of shoppable digital content, leading its transformation and playing a key role in promoting Middle Eastern culture to a young demographic. She was instrumental in turning around the Virgin brand in the Middle East and making it a forward-focused destination, in line with the region’s young demographics. Nisreen is an active member of the retail community in MENA and co- chairs the Retail Leaders Circle and sits on various retail boards such as Magrabi Retail Group and Ghassan Aboud Group. She has been a judge for the World Retail Congress and has received awards for her inclusive and diverse approach to management and as an influential female leader in the Middle East from Arabian Business, Forbes, Knowledge@Wharton, amongst others. She has been a regular speaker for Virgin’s Disruptors on thoughtful consumption and the conscious role retailers need to play to support our planet. Nisreen is an MBA graduate from London Business School and Columbia University in New York and has done global study programs in financial restructuring and marketing in Chile and Argentina.
F O U N D E R
RICK VLEMMIKS
RICK VLEMMIKS Founder of Art of Guitar
With a remarkable track record of more than 25 years in executive leadership roles, Rick Vlemmiks is a seasoned marketing strategist known for spearheading transformative initiatives across diverse industries. As a Chief Marketing Officer, he has left an indelible mark on the telecommunications, banking, and FMCG sectors in Asia, North America, and Europe. Rick has played pivotal roles at the helm of renowned brands such as M&Ms, Lloyds Banking Group, and Vodafone. In the United Kingdom, Rick’s dynamic leadership was instrumental in orchestrating major events at iconic venues, leaving an indelible mark on the entertainment landscape. His influence resonates from legendary venues like the Ministry of Sound to the Hacienda and Cream. Over the past decade, Rick’s visionary approach to Events & Branding in the Middle East, working closely with organizations like STC, Al Hokair Group, and Virgin Megastore, has led to the establishment of Art of Guitar as the most rapidly growing music retailer in the Middle East.
NOTE
FROM OUR FOUNDERS Art of Guitar started with a 30-year guitar collection and one-to-one personal clients, through a single shop in Dubai more than 3 years ago and has grown into one of the leading global guitar destinations, carrying a curated edit of 1000+ guitars, from a myriad of the worlds finest brandsl. Over 300 additional amplifier, pedal and accessories brands like VOX and Marshall as well as bespoke builders including Cornell amps, JHS pedals, vintage and signed amps from the ‘50s ‘60s and ‘70s. In an era of retail and entertainment, we offer a signature and differentiated customer experience that has disrupted the space. On the one hand, there is an increased customer demand for fine, rare and vintage guitars, and on the other hand we are getting better and better at serving the customer and meeting thier needs. Dubai is perhaps one of the best places to create mega experiences for customers who expect the best and most, and we love that challenge. My co-founder and I both met in Buenos Aires 20 years ago while finshing our MBA from Columbia University. We both wanted to create a unique guitar concept in a more personalised way where our customers’ interests and preferences are understood and catered to. And to celebrate the Art of Guitar. We are fortunate to be in Dubai and the Middle East, where we have a very
discerning customer who is interested in high-end items and exclusive products and services. Our customers value limited, exclusive, and personalised products. So we offer a breadth of brands that resonate well. We have VIP events, we have personal shoppers and we have brand exhibitions. It’s a great way to connect with our best customers. The customer is also well aware of quality and sustainability; Sources, materials and the story behind each brand. All of this creates a unique knowledge for the customer on the piece they buy and adds the emotional attachment that goes beyond the price. Dubai, and the wider Middle East market, is the fastest growing and most vibrant market in the world right now. We have countries of over 200M people literally opening thier doors to the beauty of guitar playing and a fully integrated practicing, playing and purchasing concept. A customer that is hungry for knowledge and opportunities to learn and develop whilst having asccess for the first time to the worlds finest guitar brands. Year on year double digit growht is the norm, when the customer needs are met with distinction. To put the customer first and best serve their needs, our collection by defintiion is a mix of all established and emerging brands. This is unique as other stores only stock the brands they represent as agents, limiting the customer choice. And we have always been a pioneer and fast in showcasing new entrants like Abasi Concept and PJD. We continue to push the envelope on the selection – fine rare and vintage – across guitars, amps, memorabilia and accessories. Our growth stems from our 5 Star Service, experience and personalization, free lessons post-purchase, inclusive ongoing set ups and repairs, trade-in opportunities, a client relationship manager assigned to a customer, membership clubs, community jams, music recording and more.
NOTE FROM OUR CLIENTS Genuinely the most polite and respecting people. They assisted us very calm and collectively. Offered us not to pay, really generous. I recommend this place for fixture of instruments and accessories. I’m very honored to have had my guitar fixed here.
Amazing place with lots of vintage stuff, Beautiful environment, high quality guitars, amplifiers… Staff are also awesome. I went many times and got everything I wanted but still plan to visit again.
I would like to express my sincere appreciation to the outstanding team at this amazing gallery. Their expertise, dedication, and welcoming attitude always make me feel valued and supported whenever I visit the store. I am truly grateful for their exceptional service and commitment to excellence. The Best place Ever #ArtofGuitar
To me there was only one Guitar shop that always blew me and all those who entered it and that’s the Vintage Guitar Emporium on New Kings Road London. Well Hello Dubai and the introduction of the Art of Guitar Shop founded in 2020 and located at the Courtyard in Al Qouz in Dubai. Well done, I had the sincere pleasure of being go smacked for a good 20 minutes and being entertained by a knowledgeable sales representative with a Passion for his Job.
Fantastic service from Alex and the team. Express service carried out on my Fender Precision bass, string upgrade and replacement scratch plate. Best music shop I’ve been to in Dubai! Thanks so much for your professionalism.
Fantastic & easy experience, the staff especially Saif were very helpful and knowledgeable. Fixed up an old guitar of mine back to perfect condition for a really reasonable price. Can’t recommend Art of Guitar enough!
I’ve taken 2 guitars in here, the first for a basic fix on the bridge, the second to diagnose a faulty kill switch. Neither time did they charge me, and afforded me time to discuss various options. Totally professional outfit, and obviously passionate about guitars: totally recommend them. Great experience.
AS A FINAL NOTE… We hope you’ve gleaned the true flavour of AOG’s mission and vision. Taking it a step further, we’d love you to truly immerse yourself in the AOG community. Why not follow our journey on social? Or feel free to drop in one of our venues where you can browse or jam with us. If you don’t live in this part of the world and want to know more, we’re always happy to jump on a Zoom call and discuss AOG with you. With thanks, The Art of Guitar Team
LOCATIONS The Courtyard, 6A Street Quoz 1,Dubai Ribbon Mall, Motor City, Dubai Dubai Mall Sheikh Mohamed Bin Rashid Boulevard, Downtown Dubai Goshi Village, Al Quoz Three , Dubai, UAE. Dubai Hills Mall, Umm Suqeim Street, Dubai Hills Estate, Dubai
Unlock The Art Of Guitar
52 121 9252
Rick