Singapore Airlines - Sonic Branding
Welcome to the story of a journey that bottles up world-class experiences in sound, through world first innovation in sonic branding.
Music, sound and travel are beautifully intertwined and interconnected. They provide us with experiences of people, cultures, and geographies across the world and create emotional connections that can last a lifetime.
Challenge
It all started with a brief. How do you translate the new visual world of SIA - the vibrant colourful melange of the Batik - into a new sound world for the brand?
Approach
We looked at synaethesia - the neurological trait or condition that results in a joining or merging of senses that aren’t normally connected. In simple terms, composers and creators who hear sounds when they see colours. Duke Ellington, Pharrell and even David Hockney are all synesthetes.
We got thinking...
All colours have frequencies and so do sounds.
Could we build an instrument with the technologies to connect the two?
Enter Dominic Murcott - World-expert instrument builder, composer, curator and musician. With an output as diverse as exhibitions at the NYC Whitney Museum, performances by the London Sinfonietta, collaborations with Heston Blumenthal and instruments built for public art.
The prototype
We began with a simple prototype that enabled the Batik flowers to speak and sing.
The instrument’s technology rooted the flowers in the E major tonality of the Great Way To Fly melody and allowed melodic fragments to be pieced together creating musical motifs.
This gave us some musical sketches but we needed a symphony.
The instrument creators
The instrument building team was bolstered with the skills and expertise of Dominic Murcott and Matthew Hill.
And a powerful piece of sonic branding technology was built.
An instrument holding 653,072 sonic combinations.
With around 4 million possible results.
And 6 sonic palettes to choose from.
The result
After months of composing, over 30 minutes of through-composed music was composed by Rohan de Livera with the Batik instrument.
Producing tailored, emotional sound experiences for every touchpoint on the SIA customer journey :
- Boarding Music
- Landing Music
- Lounge Music
- Telephone Hold Music
- Audio Signatures
- Digital Interaction Sounds
“ A new sound for a new era of SIA travel has been born. Here for millions to hear for many years to come. ”
Max De Lucia
DLMDD
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