TC Acoustic's Sonos Flagship Store at Wheelock Place has been named Runner-Up for Experiential Store of the Year at the Singapore Retailers Association (SRA) Retail Awards 2026. The recognition celebrates retail spaces that go beyond selling products to create a genuine customer experience, and it's one TC Acoustic is proud to share with its team and customers.

The SRA Retail Awards is Singapore's retail industry recognition programme, and Experiential Store of the Year is one of its most competitive categories. It looks at how well a retail space delivers customer satisfaction, personalisation, and innovative service delivery, rather than simply how much it sells.

In an era where retail is increasingly driven by automation and self-service, the Sonos Flagship Store at Wheelock Place has intentionally gone in the opposite direction.

What truly defines TC Acoustic is our belief that premium retail should remain deeply human, even as the industry becomes increasingly automated.

Globally, brands are digitising the shopping experience through self-checkout journeys, AI chatbots and automated service flows have become the norm. While these tools improve speed and scalability, they can unintentionally frustrate customers who need reassurance, advice or post-sales support. In premium home audio, customers are not simply buying products. They are building experiences within their homes and lifestyles. They want to feel heard, understood and guided by real people.

TC Acoustic chose not to remove the human element from retail. We invested deeper into it. Every part of our business, from store design to CRM infrastructure to community activations, is built around creating meaningful, long-term customer relationships rather than transactional interactions.

In the Sonos Flagship Store, customers are encouraged to slow down, sit with the music and imagine how sound fits into their daily lives. The experience feels closer to a lifestyle consultation than a traditional electronics purchase. Over time, the store has evolved into something larger than a retail environment. It is a gathering space for music lovers, homeowners and long-term Sonos owners through workshops, community events and owner programmes.

Walk into the store and you won't find rows of boxed speakers and spec sheets. You'll find a living room. A kitchen corner. A home cinema. Spaces designed to feel lived in, not sold in.

Customers move through distinct zones, including a Multi-Room Zone that shows how Sonos fits into everyday life, a Spatial Audio Experience Wall, and a Private Listening Room with dual subwoofers, surround sound, and automated lighting and curtains for the full cinematic effect. It's less a demo and more an experience of what sound can actually do to a home.

The experience starts before anyone even reaches an advisor. The Sonos Makes It Home discovery wall was built for customers who'd rather explore first and talk second, giving them a self-guided way to understand the Sonos ecosystem at their own pace before a conversation begins.

Some of what the team is proudest of never shows up on a receipt. In 2026, TC Acoustic created limited-edition patches for customers who've owned Sonos products for 5, 10, and 15 years, small tokens of a much longer relationship. Customers have pinned them to bags, framed them, and shared them online, unprompted.

The store has also hosted community moments that had nothing to do with selling, including a listening event around a Taylor Swift album release and a hands-on workshop with localYoutube content creator Peter Pee. Moments where the store became less of a shop and more of a gathering place for people who love music.

This Runner-Up recognition belongs to every advisor who's ever slowed down a conversation to actually listen, and to every customer who trusted the team enough to let them into their home, first through sound, and eventually through the relationship that followed.

TC Acoustic isn't chasing automation. It's chasing the kind of retail experience that reminds people why they wanted to walk into a store in the first place.

Experience it for yourself at the Sonos Flagship Store, Wheelock Place.

What award did TC Acoustic win in 2026?

TC Acoustic won Runner-Up for Experiential Store of the Year at the SRA Retail Awards 2026, for its Sonos Flagship Store at Wheelock Place.

Where is the Sonos Flagship Store located?

The Sonos Flagship Store, operated by TC Acoustic, is located at Wheelock Place, Orchard Road in Singapore. 

What is the SRA Retail Awards?

The SRA Retail Awards is an annual awards programme run by the Singapore Retailers Association, recognising excellence across Singapore's retail industry, including categories like Experiential Store of the Year, Lifestyle Retailer of the Year, and Retail Executive of the Year.

What makes the Sonos Flagship Store an experiential store?

The store is designed around real living spaces rather than traditional product displays, including a Multi-Room Zone, a Spatial Audio Experience Wall, and a Private Listening Room, alongside a self-guided discovery wall and community events for Sonos owners.