McIntosh Group Inc. – McIntosh and Sonus Faber cooperate with Six Senses Ibiza

Exclusive hi-fi must be understood as part of the modern lifestyle, and this is the approach that McIntosh Group Inc. has been pursuing for years. This is also the approach that has led to a cooperation with the exclusive resort Six Senses Ibiza.

What is the best way to address new customers for high-end hi-fi? People who have not yet dealt with the topic of hi-fi in any way, and who can hardly be reached in the traditional way, but who, due to their lifestyle and not least their financial possibilities, can certainly be considered a potential target group.

Many companies ask themselves this question, and the McIntosh Group Inc. has probably found an answer. This at least shows the commitment of the group in recent years and also the latest, now announced cooperation with Six Senses Hotels and Resorts can be understood in this respect.

McIntosh and Sonus Faber to equip Six Senses Ibiza

With products from two exclusive hi-fi brands – McIntosh Laboratory Inc. and Sonus Faber S.p.a. – McIntosh Group Inc. is equipping the newly opened resort of the Six Senses Hotels and Resorts group, the Six Senses Ibiza. According to the company, this is intended to offer a unique experience, referred to as a “McIntosh and Sonus Faber audio experience”.

McIntosh Laboratory Inc. and Sonus Faber S.p.a. products will be used to outfit three unique spaces at the resort, as described by McIntosh Group, called the Cave Royal, the Cave Suite 906 and the Live Cave.

“McIntosh and Sonus Faber audio experience.”

The Cave Royale, he said, is the ultimate party cave with a grand piano, a spacious indoor and outdoor area, and a full bar. The Cave Royale is at the heart of the resort’s boundless, exuberant Iberian festival atmosphere and now boasts a thoroughly impressive sound system featuring Sonus Faber Il Cremonese, McIntosh MC462 Amplifier, McIntosh C53 Preamplifier, and McIntosh MT10 Precision Turntable.

The Cave Suite 906 is seen as an escape into the extraordinary. Built into the cliffs, Cave Suite 906 has a large terrace that leads down to the water, a sweeping view of the sea and now a particularly appealing sound experience thanks to Sonus faber Amati Tradition Speakers and a McIntosh MA8900 Integrated Amplifier.

The Live Cave, as the name suggests, hosts live shows, events and sessions by up-and-coming artists, and has an extensive vinyl collection. With its unique location, the Live Cave is the ultimate place to watch the world go by while enjoying the view of the sparkling waters of Xarraca Bay, is how the resort describes it. At night, it comes alive thanks to an impressive calendar of live shows, events and sessions by emerging artists representing cultures from around the world. As the new heartbeat of Ibiza, it channels the landscape and natural rhythms using high-quality equipment from McIntosh.

The Cave Royale and Cave Suite 906 are available to book now, while the Live Cave will launch in summer 2022 with live shows, events and sessions for up-and-coming artists.

“The partnership between Six Senses Ibiza, McIntosh and Sonus faber couldn’t be more synergistic as all three brands strive to deliver the best experience visually and aurally. From the DJ booth to select Beach Cave suites, the installation of premium McIntosh and Sonus faber products enables Six Senses Ibiza to deliver the most immersive and engaging listening experience, contributing to the regenerative focus of all experiences offered at Six Senses.”

Shivas Howard-Brown, Music Director Six Senses Ibiza

New exclusive target group

From the point of view of McIntosh Group Inc., addressing a completely new target group is, of course, ultimately a thoroughly exciting approach. A target group that is financially strong enough to be able to afford premium hi-fi solutions. It is therefore a matter of awakening the need to present oneself to this target group, to connect people with premium hi-fi, and to do so where one can reach them.

“McIntosh and Sonus Faber audio systems have been the first choice for music producers, musicians and fans for decades. Partnering with Six Senses Ibiza to bring a unique experience to such an influential city known for live music was a logical choice. We look forward to continuing to expand the venues where music lovers can experience McIntosh and Sonus faber products, starting with the truly incredible Six Senses Ibiza Caves.”

Charlie Randall, Co-CEO McIntosh Group Inc.

Getting to the point

The McIntosh Group Inc. as the parent company of McIntosh Laboratory Inc. as well as Sonus Faber S.p.a. has already focused on new marketing concepts that are intended to open up Premium HiFi to a completely new target group that cannot be addressed in the conventional way. The new partnership with Six Senses Hotels and Resorts, specifically with Six Senses Ibiza, naturally fits in with this strategy.