Fender plans new London artist space and showroom

The space will be the centre of Fender’s Europe, Middle East and Africa operations.

Eddie Tatton's 1963 Fender Stratocaster
When you purchase through affiliate links on Guitar.com, you may contribute to our site through commissions. Learn more

Fender has announced plans for a new London-based artist space and showroom.

The new office is located at 22 Endell Street, Covent Garden, and measures in at 5,077 square feet. It consists of five floors of office space, housing a number of Fender brands as well as the artist showroom. Fender notes that the space will support its growing roster of UK-based artists.

The company’s current HQ, located in East Grinstead, will remain the company’s EMEA (Europe, Middle East & Asia) headquarters, as well as housing the bulk of the brand’s UK staff. To obtain the space, Fender partnered with consultancy firm DeVona Cresa. Associate Director Charles Chell said in a statement about the sale: “Fender, pioneers of the guitar, are now one of a number of companies showing confidence in London’s office market with its entry into Covent Garden

“22 Endell Street will offer a unique self-contained building providing a hybrid space for the Fender team, giving it the opportunity to house its wider range of Fender Musical Instruments Corporation brands, whilst offering a unique and memorable artist experience.”

The interior will be designed by office specialist studio, Dthree. Dthree’s head of design, Charlie Kent, added: “Fender Musical Instruments Corporation briefed Dthree Studios to renovate the space to align with its portfolio of guitar brands.

“We have revamped the location to modernise the look and feel of the office, all while respecting the existing heritage of this iconic central London building. 22 Endell Street is now designed in such a way as to reflect Fender’s brand values of honesty, aspiration and timelessness.”

Fender’s own Liam Cunnah, the managing director, of its EMEA division, added:, “Our new Artist Showroom at 22 Endell Street will play a central role in our expansion throughout the UK and EMEA as we look to support both artists and a new generation of players entering the guitar market. The Fender Artist Showroom will not only be a destination for artists from all over the world but also an innovative and productive working space for our London colleagues.”


The world’s leading authority and resource for all things guitar.

© 2024 Guitar.com is part of NME Networks.