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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.


Thanks Right Angle Studio

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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

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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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!

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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

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?

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Retail Environment Designers Of The World Unite

50 Things You Need To Know About Point of Sale provides some great stats and insights into marketing at the point of purchase/sale.

Most would be familiar with the role that muzak has played in the retail space (though often quite badly and with little thought).

Sound however can be used in a much more targeted and powerful way, as an attention grabber, memory trigger and differentiator in out of home (OOH) and point of sale (POS) marketing.

“Always opt for digital where available, especially if it incorporates sound and Bluetooth. Research conducted by the JC Williams Group concluded that shoppers are 5-10 times more likely to notice and recall dynamic media than static media….”
Jeff Estok, General manager sales and marketing, Global Mall Media

“Use all senses to trigger emotional impact. Emotion is the... read more

What do you do?

Some responses I get when I explain what I do are:

“Can you tell the shops to do something about the music they play, it makes me want to leave”!?


“Please fix the on hold music that I have to listen to, it drives me insane”.

So what is the music and sonic character of your organisation doing to your customers, employees and your business?

Is it damaging or enhancing your image?

By the way that’s what I do: make you sound good, that is.


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Target The Customers You Hate

So you wan’t to keep certain people away from your shop…Do it with this…

Mosquito is a teenager repellent – an ultrasonic device that emits a sound only audible to teenagers. It’s targeted to business seeking a solution to anti social youths hanging in front of their stores fronts and driving their customers away.

Hmmm  Read the rest here.

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