As a brand Sonos requires no introductions, but a new product always does. Sonos Playbase is a wireless soundbar that was launched in 2017 under a global campaign titled “Wake Up The Silent Home”. The pitch brief we received was simple: design a head-turning retail window for the European market. So we rolled up our sleeves, won the pitch (yay!), and then it was time to bring the concept to life.
Promoting a cutting-edge speaker without using sound
Playing sound in the window wasn’t an option, so we had to ask ourselves: what does sound look like? And after a decent amount of research and head-scratching, we finally found our answer while flipping through Sonos’s brand guidelines: like a timeless sound ripple.
Now here comes the art-direction part: We imagined a slick scandinavian black room with an animated LED sound ripple placed directly in front of a white Sonos speaker. As if the ripple was being created by the player every time the sound goes on. It was a little more conceptual than what Sonos had initially signed up for, but they loved it!
After selling the concept our design needed to be prototyped, tested, reproduced and then shipped to several locations across Europe. So as a next step we dove into making the same set up work with different space restriction and styling budgets in mind, without compromising the original concept.
We ended up with a bunch of scenarios, technical drawings and instructions. These eventually came together in the form of a detailed style guide that was sent to all the different shops so they can create their own window.
Coming up with creative concepts is a challenging process, but actualising them is a whole other level of thinking and planning. Shout-out to oy’s production and project management skills for making this happen!
What I learned
Art direction for retail.