In detail

The Approach: MINI 2121  an acoustic outlook

Where does the brand MINI go? What strategic issues will shape the traditional, modern and style-conscious brand MINI in 2021? This was discussed at the BMW-Day with the entire management and commented entertaining in a relaxed atmosphere at an informal get-together in the evening. amp was commissioned to design and shape a generative sound collage/sound installation for the brand MINI as part of the internal management event "MINI 2021".

Defining and Creating the sound for MINI 2121

Sound, light, architecture, video and music were intertwined into a multimedia event. Under amp's direction, the concept of auditory connection between nature and technology became the basis of design: therefore natural sounds such as forest-atmosphere, birds singing, nature sounds etc., and technical / technological sounds like sci-fi sounds, functional sounds, signals, synth sounds, etc. were used. The noises gave the area a quiet atmosphere and continually provoked little surprises with the randomly mixed sounds. The sound installation was created with the technique of generative music.
Generative music is a term respectively compositional concept coined by Brian Eno. The music is generally implemented by software. The individual fragments of music (one could also speak of modular components) move within certain guidelines, but are varied by the computer repeatedly. 

The result and its potential

At the event in Reithalle Munich, several sound zones were established and sonicated with different sounds and music from amp's sound installation. Every 20 minutes the audio streams changed between the realms of sound, to realize a varied and always exciting sonic atmosphere for the guests. A peculiarity of the sound installation was the use of moving-speakers for the bird chirping. With these special speakers, the bird chirping was projected with high acoustic pressure into the room. The movement of the sound bundle generated the illusion of real birds in the hall – the guests were looking from time to time in vain for sparrows, chickadees, finches, blackbirds: the design of the central area as forest, the video projections on tree leaves and the movements of the bird sounds turned the event into a sustainable overall experience.