PEOZ is a music technology brand owned and operated by AugustLab Corp., a smart-instrument startup based in Seoul, South Korea. The company specializes in building all-in-one electric guitars that integrate a digital effects and learning ecosystem directly into the instrument body.Origins & Samsung RootsThe company officially incorporated in November 2022 after successfully spinning off from Samsung Electronics' C-Lab, an internal corporate venture incubation program designed to nurture innovative tech ideas. Led by CEO Tae-hoon Kim, the team initially debuted their smart guitar prototypes at CES 2022 under the brand name "theReD" before officially rebranding to PEOZ to prepare for broader international distribution and their subsequent global crowdfunding launch. [1]The "Guitar-First" PhilosophyUnlike typical tech gadgets or plastic instruments, AugustLab operates under a strict "guitar-first" engineering approach. The company manufactures high-quality, traditional wooden electric guitars (using standard materials like basswood and maple). This ensures that the instrument feels premium and remains 100% functional as a standard passive electric guitar, even when the digital features are completely powered off. [1, 2]Core MissionAugustLab’s mission is to lower the barrier of entry for beginners and streamline portable practice for mobile musicians. By embedding a digital effects processor, an onboard practice speaker, and a direct USB audio interface into the guitar itself, the company eliminates the need for expensive, bulky external gear like amplifiers, physical pedals, or studio recording hardware.