Sonos Playbase


Art direction

Sonos Playbase

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.

Waking up the silent home

Since having sound in the window wasn’t possible we asked ourselves: what does sound look like? And after a decent amount of looking, we finally found our answer while flipping through Sonos’s brand guidelines: like a simple sound ripple.

We envisioned a silent black room with an animated white sound ripple placed directly in front of the Sonos player. As if the ripple was being created by the player every time the sound went on. It was a little more conceptual than what Sonos had initially signed up for, but they loved it!

Silent black room + Sound visualisation

After selling the concept our design needed to be prototyped and tested, then reproduced and shipped to several locations across Europe. So we dove into making the same set up work with each space restriction and styling budget in mind.

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.

Light is off: the room is silent - Light on: the room is full of sound.

A final window in Copenhagen

Last thoughts

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!


Work done for [oy]( In collaboration with [Ioanna Kyrtatou]( & [Daan Kemp](