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Squeeze Me Lightly case study presented at Future Lab’s Trend Briefing : The Tomorrow Store

Our interactive textile and sound installation, Squeeze Me Lightly Where Lovers Lie was presented at Future Laboratories Australia’s Trend Briefing : The Tomorrow Store.

Find more info about Squeeze Me Lightly on our portfolio and facebook pages.

TFL_Slide_TomorrowStore_Australianised_v1_Marcel_2

Thanks Right Angle Studio

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National Australia Bank | The Academy | Awards

WORLD ARCHITECTURE – HIGH COMMENDATION – INTERIORS AND FITOUT CATEGORY Link→

IDA CORPORATE DESIGN HIGH COMMENDATION Link→

CEFPI AUSTRALASIA REGION EDUCATIONAL FACILITIES AWARDS – ‘EDUCATION INITIATIVE/DESIGN SOLUTION FOR AN INNOVATIVE PROGRAM’ COMMENDATION Link→

Read the case study in AV magazine: Sonic Branding For The NAB.pdf

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AV Magazine | The Academy and sonic branding at the National Australia Bank

“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.

Sonic Branding For The NAB.pdf

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Squeeze Me Lightly™ Where Lovers Lie in Ragtrader & Australian Creative

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

The Amber Theatre on Brandchannel.com

I was recently interviewed for an article about sonic branding for Brandchannel.com.

You can read the article “India Turns Up the Volume on Sonic Branding” here.

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

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Risk Reduction | Melbourne Festival

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…

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THE AGE

“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.

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