At 12 noon on 21 March 2025, the history of musical instrument shops on Denmark Street in central London will take a new turn. In collaboration with SchneidersLaden, two young enthusiasts will open SchneidersKeller, a haven for synth lovers in a small basement below Rough Trade’s newest record store.
Edd Butterworth, a former London Modular employee, is also known for his work behind the camera at the renowned media site Sonic State. His extensive experience has given him a deep understanding of the synth world.
Jean-Marcel Fricke, who grew up surrounded by synthesizers and drum machines from his father's company MFB, has performed at festivals and clubs across Europe. He later honed his business skills at SchneidersLaden in Berlin as one of the store's sales experts.
The store will offer a carefully curated selection of synthesizers and modular systems.
Opening hours will be Wednesday to Saturday, 12pm to 7pm. With the launch of this showroom and physical store, SchneidersKeller will act as the final link for orders from Berlin to UK customers, offering local support and free delivery, either directly to the customer's door or available for pickup from Denmark Street.
The store will also host monthly workshops, talks and other in-store events, which will also be available online.
