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Make music on any surface.

So many fun and useful applications.

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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

Interactive textile & sound installation @ Where Lovers Lie – Melbourne’s GPO

Updated – See photos of Squeeze Me Lightly Where Lovers Lie launch party
here.

Come experience our beautiful interactive textile and sound installation we’ve created together with local fashion label “Where Lovers Lie”.

In affiliation with Melbourne Music Week.

Where Lovers Lie workroom and concept store.

Level 1, Melbourne’s GPO, 350 Bourke Street, Melbourne.

Installation runs from Nov 18th-Nov 26th 2011.

Sponsored by Moritz Australia.

Where Lovers Lie website

Where Lovers Lie on Facebook

Sound changes everything™

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Dell understands sonic branding: Global Brand – Sonic Branding Program Manager

Job Description

The Global Brand team is responsible for the strategy and programs that drive overall brand equity and brand reputation, and support the evolution of the Dell master brand. We are looking for a strong program manager to participate in our sonic branding strategy and sonic identity system development, including management of our sonic branding asset library and collaboration across the company to ensure successful alignment and implementation of our sonic branding standards.

  • Program management for sonic branding standards implementation; usage guidelines and assisting with integration for brand consistency
  • Development of sonic branding resources, libraries, filters and tools, including subject matter expert content development
  • Project management for creation of sonic branding assets, including internal partnership development and agency interactions
  • Driving strategy and stewardship of our sonic brand in support of overall business... read more

L’Oréal Melbourne Fashion Festival | City Chic: Be Styled In Sizes 14+

What a fantastic soundtrack to accompany the City Chic | Be Styled In Sizes 14+
runway at Federation Square, Melbourne.

Proud, bold, sassy, sexy, confident and struttin’, the soundtrack spoke directly and unequivocally to the target audience.

Well thought out, focussed and consistent for the whole show.

Please post the playlist on-line for the world to feel.

Great work!

... read more

Designing interface sounds for your iPhone & iPad Apps

A good interface sound for iOS (iPhone, iPads) should accomplish the following things.

  1. Be useful: Your sounds should have a function such as telling the user where they are and what they are doing, or that the app is working and ready to be used.
  2. Emotional resonance: Sounds should have personality and be aligned to the brand. They should elicit emotion – a smile, excitement, anticipation – and communicate the values and benefits of your App and brand.
  3. Distinctiveness: Get rid of the generic zips and zaps.  Apps shouldn’t go down the path of the bland one size fits all clicks that polluted the web (flash) experience. It’s boring and people switch off.  A way to achieve this distinctiveness is to repurpose your existing assets. However, just as the internet is not TV, iPhones aren’t personal computers, so careful attention needs to... read more

Who’s in charge of your brand’s sound?

According to this article

Apple CEO Steve Jobs is himself involved in picking the songs used in company advertising…

So what’s wrong with that- isn’t the great El Jobso the creator of the Apple brand, the man responsible for Apple’s core values and DNA. Surely he’s best placed to make these decisions. Maybe – but as recent events have shown Steve Jobs can’t and won’t always be around.

So what happens if he’s not around to pick the latest tune – who does?- Phil Schiller (senior vice president of world wide product marketing)? TBWA/Chiat/Day? What criteria do they use? Personal taste? – What, if anything has been put in place to help them stay on message?

When your chief marketing officer leaves, or you change (ad) agencies – How do you ensure sonic continuity?... read more

Sound – Light – Action

I’m  not sure if the interaction of sound and colour quite hits the mark – simplifying the colour and animations would help in creating more obvious connections between the sound and light – but the willingness of the crowd to participate is really inspiring.

The use of human voice is really refreshing and personalises the experience.

The means now exist to create amazing brand experiences by connecting the emotional expression of sound to the benefits and personality of your brand, in  real- time interactive environments.

Imagine this happening in front of your stores…. powerful stuff.

“People with voices of different frequencies, rhythms or cadences will be able to evoke quite different magical patterns upon the surface of... read more

Playing the building

Just like playing mum’s pots n pans as a kid…

Love what David Byrne has to say about democratisation at 02:45

Remember when music was simply FUN?

Thanks to our mates at Rumblefish for pointing us to this.

Via Boing Boing

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It’s not about you | Getting customer focused… For real

Do not ask what sound, music and silence can do for you.
Ask what it can do for your customers.

How can sound, music and silence make their lives easier, more pleasurable, more interesting?
How can sound solve their problems?

... read more

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