Guitar Showcase opens Roland "store within a store": San Jose retailer draws on Silicon Valley technology to create cutting-edge display.

GUITAR SHOWCASE, in conjunction with Roland Corporation U.S., has announced the opening of Roland Showcase, a "store-within-a-store" concept that is a first for the music products industry in the U.S. Drawing on the technology of Silicon Valley giants Apple and Intel to create music while providing the rich multimedia experience found at Guitar Showcase, this new high-tech venue speaks to the heritage of several generations of Bay Area musicians.

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"I call it retail 2.0," said Roland's John Hernandez. "With this new store design we are addressing the need for customers to see, touch, feel, and hear Roland products in an environment that is consumer-friendly and accessible." Guitar Showcase has always prided itself on helping musicians grow with the advances in technology through it's long-term employees, many of whom have been at Showcase for more than 20 years.

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Partners in the new Roland Showcase include the famous Bay Area company Monster Cable, which has connected or "Monsterized" everything in the Roland Showcase, including partners KRK Studio Monitors, Fender Guitars, Audio Technica, Studio Microphones, and QSC Sound Systems, as well as the Apple Mac Minis that run the multimedia displays.