Agency: BAAS
Client: Harman (Harman Kardon / JBL)
Role: Sr Account Manager
In order to highlight the worldwide Art of Sound competition and celebrate the release of the Harman Kardon Citation Multibeam 1100, focusing on Harman Kardon’s dedication to design, performance, and culture. We wanted to combine sound and art in a way that would be memorable to Dutch press, influencers.
Insert, the Harman Kardon SoundBar, a temporary bar where sound and digital art live next to each other, in harmony . Located in Amsterdam’s famous A’DAM Tower, with a great view and a formiddable sunset. Visitors could take part in a unique listening experience that demonstrated the emotional impact of music (through the Harman Kardon Citation Multibeam 1100) and the intersaction with visial art.
The Harman Kardon’s Art of Sound competition was the main focus of the event. Global artists were asked to produce digital art pieces that were inspired by Lang Lang’s rendition of Piano Sonata No. 3 in B Minor, Op. 58: I. Allegro maestoso. The Harman Kardon Suites Digital Art Gallery, the Montreux Jazz Festival’s first digital art exhibition, would eventually showcase the top ten pieces of art.
At the Soundbar, visitors were already given a preview of the Dutch submissions. Through the immersive sound of the Harman Kardon Citation Multibeam 1100, each digital artwork came to life, accompanied by Lang Lang’s music. This gave way for a immersive audio-visual moment that perfectly captured the campaign’s core ideas.
To wrap up the evening, Dutch musician Alain Clark gave a workshop on The Art of Listening, and even performed a moving live set that included songs from his recently released album Sunday Afternoon.
The SoundBar became a cultural event that brought music, art, and technology together. Press, influencers, and creatives were well represented at the event, which effectively established Harman Kardon as a brand that feels as high-end as it sounds.
