Factory Sound Goes Big

Factory Sound has officially opened its new Melbourne Experience Centre, a purpose-built facility that redefines what bricks-and-mortar pro audio retail can be in Australia.

The former Factory Sound store in York Street, South Melbourne, held a special place for musicians, engineers and audio professionals for many years. The new site builds on that legacy while looking firmly to the future – prioritising community, education, hands-on comparison and real-world system experience alongside traditional retail.

Spanning approximately 1500sqm, the Factory Sound Experience Centre brings the company’s showroom, demonstration facilities, technical and project teams, distribution operations and warehousing together under one roof. The primary customer-facing spaces include a 300sqm Showroom showcasing a broad range of professional audio products and systems, and a dedicated Factory Sound Atmos Studio for immersive audio demonstration and critical listening. 

“It’s the only place I know of where an integrator or rental company can bring in a customer and hear the three big European PA brands side by side,” comments Factory Sound General Manager, Artie Jones.

Beyond day-to-day retail, the Showroom has been designed as a flexible industry hub. It will host product launches, manufacturer workshops, training sessions and education nights, giving customers, consultants and partners direct access to new technology and brand expertise.

That vision was put into practice within days of opening. Avid staged an Industry Night in the Showroom featuring the Massive Attack audio team discussing the band’s live sound approach. Around 100 people attended the free event – a gathering that would have been impossible in the previous York Street store or virtually any other pro audio retail space in Australia.

The official opening event drew hundreds of industry professionals from across Australia and internationally, underscoring the significance of the investment.

Factory Sound’s new Melbourne Experience Centre represents a bold commitment to the future of professional audio and high-tech retailing — a place where people can properly hear, compare and understand products and complete systems, while connecting with the wider industry community.

“Sure, it’s a big investment,” reflects Factory Sound owner, Jason Ghazal. “But we genuinely believe in the future of retail in Australia and we’ve designed it as a place to spend time in and be immersed in great audio.

“One of my real passions is to see young creatives thrive and be mentored properly, and our new Melbourne Experience Centre provides the perfect environment for aspiring musicians and audio people to share, learn and grow. 

“As for seasoned industry pros, we are perfectly set up to cater to their needs with the space and expertise to sandbox ideas and provide proofs of concept. 

“I couldn’t be more delighted with the way things have shaped up. We’ve been working on the Experience Centre for months and it’s been an awesome to share it with old friends and new.”