BACK TO THE FUTURE
“Being at the forefront of innovation and evolution has been part of Gibson heritage for almost 128 years”
This feature normally focuses on the design process behind a noteworthy new product, but this month we’ve cast the net wider, to discover what one of the world’s largest guitar brands – with a 128-year history – is planning next.
While under previous management, Gibson tried to introduce novel features such as robo-tuners and brass nuts to its 2015 guitar range, something that gave the company a bloody nose in the court of public opinion. Chapter 11 bankruptcy followed, toppling CEO Henry Juszkiewicz from his throne at the head of the company after 32 years. Since then, under the leadership of JC Curleigh, the company has focused on the fundamentals of what turned people on to Gibsons in the first place. And a heavily revised and simplified product line-up saw classic mojo given pride of place. The Les Paul Standard ’50s, for example, delivered the vibey, heritage-rooted experience that a lot of people wanted from the company.
Innovation wasn’t abandoned, but it became more low-key and cool in the form of the company’s Gibson USA Modern series guitars. While an ill-thought-through decision to drive a JCB over rejected surplus examples of the reviled Firebird X had bad optics, the public got the
