Denmark St. Investments
Building a new guitar ecosystem that treats instruments, culture, retail, craft, heritage, and innovation as a connected experience. (Above, Downgirl’s Kristen Adams tears it up on a Gordon Smith.)
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, merch 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, content, events, and cultural storytelling.
What I’m doing
Clarifying what each brand stands for, how it shows up, and how the whole system benefits the wider industry. Collaboration, not competition.
Regent Sounds
Sits on the site of the original Regent Sounds Studio (1960s–80s), where 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 museum 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 it as a relic, we let it actively inform contemporary making, playing, and storytelling.
The Registry
Partnership with Nikon Metrology creating the single source of truth for the vintage and high-end guitar industry - 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 Northamptonshire factory. Working with contemporary artists across every genre alongside heritage talent. 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.