Bose :
Sound Is Power
An immersive brand experience and launch event during NYFW that introduced their highly-anticipated new product, the Bose QuietComfort Earbuds II to consumers, influencers, and press.
Working closely with the Bose team, we developed and created a fully immersive entry moment and sound tunnel that welcomed guests, followed by an immersive hands-on demo for press that allowed them to experience the product’s advanced technology and the benefits of its personalized features.
The challenge was to present the product in a way that showcased both its functionality and design, but most of all by showing guests the effectiveness of the noise cancelation. Guests were able to absorb all aspects of the QuietComfort Earbuds II from the entry moment, to the product reveal, to the live demonstration, to interviews with Bose executives and product experts. On top of the product launch, this event debuted Bose’s new brand vision, “Sound is Power,” which we were able to bring to life.
Working closely with the Bose team, we developed and created a fully immersive entry moment and sound tunnel that welcomed guests, followed by an immersive hands-on demo for press that allowed them to experience the product’s advanced technology and the benefits of its personalized features.
The challenge was to present the product in a way that showcased both its functionality and design, but most of all by showing guests the effectiveness of the noise cancelation. Guests were able to absorb all aspects of the QuietComfort Earbuds II from the entry moment, to the product reveal, to the live demonstration, to interviews with Bose executives and product experts. On top of the product launch, this event debuted Bose’s new brand vision, “Sound is Power,” which we were able to bring to life.
Launch Party
We began by creating a welcome moment that was a visual and auditory experience that immersed press in the new brand vision. Guests entered a tunnel filled with digital tickers displaying key lines from the brand’s messaging in multiple languages. Accompanied by 360-degree spatial audio, where voices in various languages recited the messaging from all directions.
When the guests reached the end of the tunnel, the audio disappeared and they were met with a goosebumps crescendo, complete with climactic audio and oversized 3-D block letters that spelled out “Sound is Power.” From there, the press walked into a dark, quiet room (a stark difference from the powerful heart-thumping welcome tunnel) where a member of the Bose team greeted them and introduced the earbuds. The room magically came to life around them, as several custom-fabricated plinths displaying the earbuds began to illuminate, while a large LED screen with custom content and tickers rounded out the experience to create an emotional and powerful reveal. The whole experience was theatrical, scripted, and intimate as these small groups of press were introduced to the product as the world’s first audience.
When the guests reached the end of the tunnel, the audio disappeared and they were met with a goosebumps crescendo, complete with climactic audio and oversized 3-D block letters that spelled out “Sound is Power.” From there, the press walked into a dark, quiet room (a stark difference from the powerful heart-thumping welcome tunnel) where a member of the Bose team greeted them and introduced the earbuds. The room magically came to life around them, as several custom-fabricated plinths displaying the earbuds began to illuminate, while a large LED screen with custom content and tickers rounded out the experience to create an emotional and powerful reveal. The whole experience was theatrical, scripted, and intimate as these small groups of press were introduced to the product as the world’s first audience.
Glambot
Standout activations included two interactive video booths where guests could create and share content. One was a robotic 'Glambot' arm that gave guests a chance to model their earbuds as they struck a pose in front of a custom mylar wall featuring LED tickers. This experience was created because of its versatility in capturing the product and the guests in a fun way. The camera was able to begin on a tight shot of the earbuds inside the subject’s ear, then pull out and rotate rapidly to feature a full body shot that allowed guests to get creative with their content. This fashion-inspired piece of content for guests was a perfect showcase for the product and only possible with the robotic arm.
Record Room
The second booth, The Record Room, was an interactive video booth art installation made from backlit Bose-branded records allowing guests to interact with a MIDI drum machine, whose buttons affected the sound and lighting around them to create a 12-second shareable piece of content. This content piece was based on the personalization of the Bose QuietComfort Earbuds II, demonstrating that users have total control over their aural experience with the product.
Customization Station
This exclusive Bose merch station inspired by New York Fashion Week had custom Bose and Heron Preston merch where guests could modify and create their own designs with handheld printing guns, yet another touchpoint of the personalization theme
The Strokes
The Strokes closed out the evening with a captivating 50-minute set that wowed fans and attendees alike. In the end, over 1000 people were able to experience the Bose QuietComfort Earbuds II for themselves at this exclusive launchevent. Guests were able to learn more about Bose and the brand’s passion for powerful sound, and extend the reach of the launch via social platforms. Guests included a mix of influencers, lifestyle press, key Bose stakeholders, friends of Bose, cultural tastemakers, and die-hard Strokes fans. Notable influencers and guests included Chanel Iman, Paris Helsinki, DayRon Sharp, Dylan Mulvaney, Jin Ha, Jo Ellen Pellman, Rebecca Minkoff, Sheena Melwani, Young Paris, 24kGoldn, Keshi, 347Aidan, and RenForShort.
