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8th Ave Guitar Works
Streetsense was engaged by MIRC — one of the country’s most respected guitar wholesalers and refurbishers — to help the company make its first move into brick-and-mortar retail.
THE BRIEF /
The new concept required positioning, naming, and full visual brand identity, along with interior design guidance to translate MIRC’s behind-the-scenes credibility into a public-facing destination in Nashville.
THE APPROACH /
We began with deep immersion, traveling to Nashville, interviewing musicians, and hosting a collaborative workshop with the MIRC team. Our research revealed a passionate subculture rooted in curiosity, craft, and experimentation — guitar collectors, tone chasers, and self-proclaimed guitar “tinkerers” and “modders” seeking something more meaningful than a transactional retail experience. The opportunity was clear: create a home for hands-on exploration.
BRANDING /
COLLATERAL /
EXTERIOR SIGNAGE /
INTERIOR DESIGN /
