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Tweeter's Has Ribbon-Cutting Ceremony

Tweeter etc., a stereo and television retailer, has moved from its 17-year home on Mt. Auburn St. to the former Wainwright Bank building at 104 Mt. Auburn St.

The store had to vacate the old building due to redevelopment, according to Chris White, store manager of the Harvard branch, whose office will be housed in the former bank vault.

The new location offers Tweeter etc. many advantages, employees said. There is 25 percent more selling space and the new store is in a location more visible from Brattle Square, which may help to attract more customers, said Sandy Bloomberg, founder and CEO of the company.

The new store features the "full surround room," decorated with hip urban graffiti, where customers can sit on a couch and enjoy the visual and sound quality of the store's DVD system.

For more upscale buyers, there is an "ultimate audio room" hidden around the corner. A $5,000 pair of leather-bound speakers from Sonus Faber was on display.

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White said that part of the store is designed for "folks who want to spend $1,000 and up."

While the store primarily caters to the needs of mid-and high-range stereo buyers, it also offers a selection of products for students with tight budgets.

The store sells many "entry-level products," including 80 kinds of portable audio systems and over 25 stereo mini-systems, according to White.

Currently, about five percent of the store's revenue comes from Harvard students, according to White.

"I value Harvard students a lot more than their percentage of volume," White said.

City and Square representatives said they are pleased with the new store.

"It's a great space," said Cynthia A. Miller, the associate director of Harvard Square Business Association. "It's colorful and vibrant--just like the Square."

"I think it's great," said Cambridge Mayor Sheila D. Russell, who attended the ribbon-cutting ceremony Wednesday morning. "College students will take full advantage of this place."

Tracy Gibbs, public relations director for the Cambridge Center for Adult Education, said that Tweeter recently donated an "incredible" sound system for its concert hall.

"They wanted to do some outreach to local community," Gibbs said. "Our concert room was in very bad need."

The store also sponsors the annual raffles held by Dana Farber Cancer Institute, White said.

As a part of the opening celebration tomorrow, Tweeter etc. will give away a number of prizes including a $2,000 speaker set. The store has also invited Sidewalk Sam, a nationally-renowned outdoor artist, to design a 20-foot-long Rock Music Mural outside the store.

Sarah Cohen, special events coordinator for the festivities, said a long scaffolding will be constructed around the side wall of the store.

"Anybody can pick up the paint brush and help paint the mural," she said. "People will be invited [to participate].

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