Denmark St. Investments
Denmark Street Investments is building a new guitar ecosystem, one that treats instruments, culture, retail, craft, legacy, and innovation as a deeply connected experience.
My role
Chief Creative Officer across the group, shaping long-term brand vision and repositioning each business for a new generation. Much of this work is foundational - brand, positioning, retail concepts, product direction, content strategy - with public expressions rolling out in 2026.
The portfolio
Regent Sounds, Auden Guitars, Gordon Smith Guitars, The Registry, and Ikonic Legacies. Each distinct, but designed to work together across retail, product, merch, content, events, and cultural storytelling.
What I’m doing
Clarify what each brand stands for, how it shows up, and how the whole system benefits itself and the wider industry. This is about collaboration, not competition.
Regent Sounds
Regent Sounds sits on the site of the original Regent Sounds Studio (active 1960s–80s), where artists including The Rolling Stones, The Beatles, Bowie, The Who, Black Sabbath, Elton John, Jimmy Page, Jimi Hendrix recorded or rehearsed. We're re-integrating the studio alongside a newly completed high-end Vintage Lounge, developing events, content, and merch that treats history as raw material for the future, not Hard Rock style nostalgia.
The store is home to T-Bone Walker's Gibson ES-5, widely regarded as "the guitar that started it all." Rather than treating objects like this as museum pieces, we let them actively inform contemporary making, playing, and storytelling.
The Registry
The Registry, a partnership with Nikon Metrology, will be the single source of truth for the vintage and high-end guitar industry, using proprietary tech to record each instrument's unique digital fingerprint for authentication and provenance.
AMIC
The Auden Musical Instrument Company manufactures high end guitars and drums in a state of the art factory in Northamptonshire. Alongside the heritage talent, we work with artists and makers from every genre. Above: the GOAT Johnny Marr on his Auden signature 12-string. Below: Lam Kai Chin, China's leading metal guitarist, on a custom Gordon Smith.
“Andy's input has been invaluable in helping position us and our brands in a noisy and challenging market. He got to the heart of us effortlessly, and skillfully wove all that's great about our heritage and prestige into all that's exciting and contemporary. He is a true master of his craft.”
Joe McKenna, CEO, Denmark Street Investments.