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“Sonic branding is about the culture of a company and when you hear what these people have to say, you can see that it’s much more than just a bank”
Read the article by AV Magazine about the work The Amber Theatre did for The Academy at the National Australia Bank.read more
Originally published in Ragtrader
Music & fashion combine
25 Nov 2011
A retail innovation centred around interactive fabrics that create music proved a big hit in Melbourne.
Pop-up store and fashion label, Where Lovers Lie, teamed up with sonic branding experts, the Amber Theatre, as part of Melbourne Music Week.
They then combined the mediums of music and fashion to create an interactive musical instrument controlled by smart textiles.
Store visitors were invited to squeeze the clothing on a mannequin, which then played music inside a computer that is connected to the fabric.
A spokesman from the Squeeze Me Lightly Where Lovers Lie initiative said it was designed to help change customers from passive browsers into active creators of new, exciting and memorable retail experiences.
“This heralds a new way of combining sonic branding, fashion and visual merchandising... read more
I was recently interviewed for an article about sonic branding for Brandchannel.com.
The comments section is also worth a read, as it illustrates the confusion that still exists around what sonic branding is and isn’t.
A very big thank you to Preeti Khicha for the opportunity to participate, and for taking the time to explore the exciting and growing area of sonic branding.
Enjoy and let us know what you think.
Marcel... read more
ZANY STUNTS WITH THE OFFICE CUTIE | THE AUSTRALIAN
Seamlessly, deliciously realised, enhanced by Adrian Hauser’s and Cazerine Barry’s morphing, multimedia effects, Marcel de Bie’s sound- including dripping water, squeaks and Flamenco rhythms- and Eduard Ingles’s lighting. Risk Reduction is a winner…
“It tells a story of ordinary lives, incorporating dialogue, projected images…voice overs and music that thumps with the insistent rhythms of modern urban living.read more