amp, a world-leading agency for sound branding, is honored to have received a 2015 Red Dot Award in Communication Design for its groundbreaking project, “Sound of Porsche: Stories of a Brand”, a multi-sensory pop-up store created specially for the Stuttgart car manufacturer and presented in 2014 and 2015 in New York, London and Shanghai and Moscow.
At the heart of the experience is the Soundlab, which features an iconic Porsche 911 embedded in an upscale sound studio environment. Using an iPad app, specially developed by amp, visitors select from three driving scenarios – Miami’s Ocean Drive, Tyro’s Kaunertal glacier road and Germany’s legendary Nürburgring raceway. The Porsche’s roaring engine, recorded on location and at Porsche Dynamometer in Weissach, blends with field recordings to create fully immersive soundscapes in 7.1 surround sound. As visitors listen, they watch the local surroundings of each scenario stream by, projected onto the car using state-of-the-art 3D visual mapping.
amp is responsible for the entire creative and technical realization of the Soundlab. Using sound to tell stories and placing the car in a uniquely emotional context, the agency engaged visitors across cultures and continents while triggering an overwhelming press response from the New York Times and other news outlets. Due to the project’s success, Porsche has decided to unveil the Soundlab in additional metropolises for 2015 and 2016.