Swee Lee Launches Community-focused Swee Lee Local Surabaya, Debuting Heritage Guitars Ascent Collection
SURABAYA, INDONESIA; 15 DECEMBER, 2023 – Swee Lee (sweelee.com) proudly announces the opening of Swee Lee Local Surabaya, an artist and community-focused space that marks a significant leap in the brand’s expansion across South East Asia. This launch highlights Swee Lee’s dedication to nurturing a vibrant music community in Surabaya, following the successful openings of Swee Lee Local Penang in October and Swee Lee Local Hanoi in November.
Swee Lee Local Surabaya emerges as a haven for artists and enthusiasts alike, championing community integration and artist collaborations. Embracing the essence of Swee Lee’s Local concept stores, the Surabaya location boasts a Click & Collect counter and a Demo Lounge, inviting customers to explore musical instruments and equipment within a collaborative and engaging environment. Moreover, this space serves as a versatile venue for hosting fan meet-and-greets, spotlighting product showcases, and curating engaging events in collaboration with local music labels and talent.
The new Heritage Ascent Collection was tested and featured as part of the opening event. Following the collection release, Taraz Bistara, esteemed Indonesian Guitar Player for TRIAD, MIZTYX, TABOO, ITZ, & INTERSTATE, captivated local fans and music enthusiasts, lending his talent to the event while engaging with the vibrant space, exemplifying Swee Lee’s dedication to nurturing local talent and energising Surabaya’s dynamic music culture.
David Nam Le, General Manager of Vista Musical Instruments, shared, “The expansion with Swee Lee Local Surabaya displays our dedication to the vibrant music scene in Surabaya. It signifies an exciting stride forward in our journey, with an eye on expanding into even more dynamic communities.”
Building on the successes of Penang and Hanoi launches, Swee Lee’s expansion aligns with Vista Musical Instruments’ mission to cultivate vibrant music communities. Swee Lee Local Surabaya serves not just as a retail outlet but as a dynamic hub fostering collaborative events, fortifying Swee Lee’s commitment to supporting local artists and empowering a united community of music enthusiasts.
For further information and to explore Swee Lee’s curated range of musical instruments and gear, visit sweelee.com.
ABOUT SWEE LEE
Established in 1946 and headquartered in Singapore, Swee Lee is South East Asia’s leading omni-channel musical instrument and lifestyle retailer and distributor. Committed to community and creativity, the brand’s mission is to be the region’s trusted house of music and expression. Swee Lee is known for curating immersive experiences at their Social Club cafes and Local store concepts, and matching customers with the products and services they need throughout their musical journey. With a legacy rooted in thoughtfulness, resourcefulness, and enthusiasm, Swee Lee embodies a passion for music that resonates across the region. Swee Lee is a part of Vista Musical Instruments and has locations in 5+ countries across South East Asia.
ABOUT VISTA MUSICAL INSTRUMENTS
Vista Musical Instruments is an innovative, global collective of music-related brands dedicated to building meaningful products and experiences for the music community. Brands include MONO, Harmony, Teisco, Heritage Guitars, Dawsons, and Swee Lee.