Retail is a tough game, being a brand in a retail store is tough too – your amazing products get jammed into a small slice of the store right alongside your competitors and often choices are made simply on price, not on brand or range.

JBL has done something very different, working with Bing Lee – the family-owned Consumer Electronics retailer across NSW and the ACT, they’ve created a single space where all the JBL products can be seen and sampled in one store.

Located at the Bing Lee store in Rhodes in the heart of Sydney near the Olympic Stadium, the “JBL Live Lounge” brings to life the JBL brand through its live music heart – and puts every JBL product on display.

From the enormous party box products to the smallest headphones, the soundbars and Bluetooth speakers – they’re all there.

JBL Ambassador DJ Tigerlilly was at the Live Lounge opening last night, to be confronted by an enormous photo covering the back wall of her performing to a crowd. Of course, she took the chance to autograph the wall which was a nice touch!

Lionel Lee from Bing Lee joined Marcus Fry from JBL to officially open the space which you can find on the upper level of the Rhodes Shopping centre, perfectly placed on your walk from IKEA to the food court or the cinemas.