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Sonos Paybase

Question 🤔

How to break the silence if you can’t use sound?

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 recieved 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.

Elements from Sonos's campaign

Waking up the silent home

Since having sound in the window wasn't possible, we started looking into visual representations of sound instead. Drawing inspiration form Sonos’s brand guidelines, we found the perfect element that could do the trick: a simple sound ripple visual.

Black room + Sound visualisation

We imagined a black silent room and an animated white light installation placed directly in front of a white Sonos Playbase player. As if the sound ripple was being created by the player every time it went on. It was a bit of a long shot, but SONOS loved it!

Now for the tough(er) part

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.

And then there was sound

Light is off: the room is silent - Light on: the room is full of sound.
A final window in Copenhagen
SMEX logo design - Beirut 2012

Last thoughts

Coming up with creative concepts is a challenging process, but making them real is a whole other level of thinking and planning. Shout-out to oy’s production and project management skills for making this happen!

Answer 🤓

Challenge the silence, maybe it was never about sound.

Work done for oy. Additional credits: Ioanna Kyrtatou, Daan Kemp

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