![]() ![]() ![]() Proximity- Being in proximity to sound and music.Impact – Deliver visual impact (iconic and large, unmissable formats).We distilled this strategic approach into three supporting pillars: Our core strategic focus summed up as: Deliver premium sound messaging through iconic placements in environments where music and culture meet. We did this by aiming to directly link the core moments when our audience seek quality sound – primarily in arts, music and culture – and where we have an opportunity to make an impact. Our media approach brought to life Sonos’ market-leading sound quality in environments and cultural moments that our consumers couldn’t miss – and wouldn’t want to! For example, showcasing “Rylan” by The National in the second installation involved a stereo pair of Play:5s set up for each of the five stems-vocals, keys, guitar, percussion and bass-in a way that would enable people to hear specific details over others as they walked around each sculpture.Our core target audience – affluent Adults 25-65 – often feel bombarded by advertising and see it as intrusive, so we wanted to bring our marketing to life in environments that could link to our brand’s value and spaces where we could stand out. More broadly, our refreshed brand identity played a significant role in the interior design from the colors and typography to the layout and furniture.Īnything new: With this experience, we weren’t playing music in a traditional way. Visual influences: The work of Holly Herndon, The National and the various artists we worked with from the Beggars Group helped shape our direction. Once we finished the production and build of the experience, we were able to use Sonos Trueplay, a custom tuning feature, to ensure each speaker sounded its best based on exactly where it was placed in each room.įavorite details: We always want to make sure we do what is right by the artist and their work, and with the Brilliant Sound Experience, we were able to put the music at the center while communicating our message in a simple, natural way. In Room Three, The Emotion of Music, Sonos brought a piece of the Brilliant Sound Survey, which studied music’s effects on productivity, fitness, relationships and mood, to life through a brainwave visualizer.Ĭhallenges: High ceilings and hard, reflective surfaces heavily influence sound, so we needed to think through design and production elements far beyond the visual aesthetics. In Room Two, The Structure of a Song, the installation had fans moving throughout the space, experiencing each piece of the song like never before. In Room One, The Physics of Sound, visitors experienced a unique light show comprised of 236 strands of lights with 1,720 globes that played off an algorithm that produced a unique experience every time. ![]() We exaggerated these elements in a visually and sonically inspiring way across a multi-room experience. ![]() It’s about having the design blend into the background and a simple way to play whatever you want. Reasoning: Brilliant sound is more than just listening to your favorite song the way the artist wanted you to hear it. The unique fan pop-up in New York was immersive, exploratory and geared toward those that valued the Google Assistant. Each room of The Brilliant Sound Experience explored how sound works, how it layers into music and why that music resonates with us on an emotional level. With the help of Dave & Gabe and Anyways, we created a multi-sensory exploration of music and sound. Responses by Steven Dolcemaschio, director, global brand activation, Sonosīackground: The Brilliant Sound Experience celebrates the launch of Google Assistant on the Sonos platform. ![]()
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