SoundBox was conceived of to attract a younger, more diversified, audience to classical music; to increase the profile and exposure of the San Francisco Symphony musicians; and to enhance the SFS brand, while upholding artistic excellence.

In December, 2014, the San Francisco Symphony transformed a drab, cavernous rehearsal hall into a club-like venue that offers enormous possibilities for creative performance, technological innovation, and the audience experience.

"What is SoundBox? It's an experimental space. It's a hub for the San Francisco Symphony. It was designed to help the symphony tackle some key challenges by breaking down some traditional, long-standing rules."

The experimental nature of the space - which enables them to test program concepts, learn from their fans, and explore new directions in everything from the participant environment to sound and visual design - has already made SoundBox a hot ticket with the potential to offer a path forward for the traditional concert experience..

The SoundBox brand and experience were designed to be distinct from the San Francisco Symphony.