Sounds Like Money

Steinway & Sons' six-figure foray into home audio

August 16, 2007—These days, it's all about brand extension (and we've got a Versace Lamborghini parked out back to prove it). That might explain why Steinway & Sons recently opted to move beyond pianos into the home-audio market. But rather than slap its logo on a Japanese receiver and wait for those royalty checks to start rolling in, the Queens, New York–based company enlisted Danish high-end-audio pioneer Peter Lyngdorf to develop something befitting the storied brand. The product of the partnership, the Steinway Lyngdorf Model D, costs a whopping $150,000—and sounds like it. That's largely thanks to its aluminum-encased speakers, each of which sports four 12-inch drivers, two five-inch midrangers, and a weight of 500 pounds. If you think you're too dumb to install everything properly, you're right—the company sends a pro to take the room's microphone readings before setting up the system. The results compare to "a symphony orchestra as heard from the third row in a concert hall, or a rock concert at ear-ripping levels," says Steinway Lyngdorf chairman Steen Lohse. Good thing, too—for this price, you could hire a symphony of underfed Juilliard grads to play in your living room.

Steinway Lyngdorf Model D, $150,000, www.steinwaylyngdorf.com