Cuckoo for GuGu Music: World-Class Guitars, Drums, Instruments and Service in Beijing

"There are no good guitar shops in Beijing,” says Nick Feng, COO of GuGu123.com and GuGu Music. He’s right. Too much fake stock floats around those cramped Gulou and Xinjiekou music stores, that we’re all tired of bartering in.

Walking up the stairs from an underground warehouse filled with authentic, brand-name drums, guitars, and musical equipment, Nick explained to me his vision for GuGu Music. “Everything is real and sold at market price. I’ve visited many world-class music shops in different countries and I want to create the same experience in Beijing.”

GuGu123 is a world-class music store, the first of its kind in Beijing. Here’s the breakdown of what’s on offer.

• Real guitars and basses, straight from the distributor, displayed by brands the likes of Fender, Gibson, Schecter and Warwick.

• Brand name amps such as Peavey, Fender and Orange.
• Aisles loaded with effects pedals and guitar accessories. Distortion, delay, strings, straps and other accessories.

• Acoustic guitars kept on display in a temperature and humidity-controlled room (no Stairway to Heaven, please).

• Drums, cymbals, percussion instruments and keyboards.

• Professional guitar repair and service.
• Equipment rental.
• Coffee bar and events room.
• Workshops, tutorials and even Guitar Hero video game competitions.

• A Fender custom shop, with high-grade instruments on display and an option to order a custom guitar.
• QR codes on instruments can lead you directly to an online product page to examine specs and confirm you’re not getting cheated on the price.

Oh and did I mention they're launching a nationwide website? You’ll be able to order any of their products without even needing to visit the store.

My first trip to the shop, spending hours exploring the incredible variety and quality of the equipment was nothing short of jaw-dropping. I was allowed to try any guitar I wanted, they even provide bibs to protect from scratching, and mess around with effects pedals even though I was not planning to buy anything. The coffee bar offers a nice environment to relax in, test your Guitar Hero skills with friends, attend workshops, or browse specialty product exhibitions. Until the end of August they'll be displaying pieces by the legendary J.T. Riboloff who designed Slash's custom Gibson Les Paul guitar.

Most pleasing of all was the service. I asked for a guitar setup and rather than the sloppy string change and quick dusting I’m used to getting in Beijing, these guys took apart pieces that were encrusted with rust (a typical symptom guitars suffer in Beijing’s climate), ground and polished them on the spot, without me asking. They replaced a knob that fallen off two years earlier and the adjustments to the action were spot on, all for just RMB 260. My guitar played better than ever and sounded beautiful when they were finished. These professional luthiers that will do just about any kind of work you need done in a top-grade workshop, Feng quoted as being valued at over RMB 150,000.

The days of Beijing guitar and instrument woes are over. Beijing musicians won't need to drag their equipment to their home country for service again, or take special trips to Hong Kong or Japan to ensure they’re buying the real thing. GuGu Music is the real deal: a one-stop shop for anyone interested in playing music, that’s professional, friendly and just a cool spot to hang out in. In short, this store has raised the bar for music retail in Beijing.

GuGu Music 谷谷音乐体验中心 Daily, 10am-9pm, Room 102, B1, Qiangyou Dasha, Bldg 32 Minwangyuan, Dongcheng district (200 meters north of Erhuan Xiaojie Qiao near Lama Temple), 645 2013, www.gugu123.com. 北京市东城区民旺园32号楼强佑大厦B1层102室 (二环小街桥北200米路东)

Photos: Nick Richards