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Feb 02 2012

PSFK - Absolut Installation Puts The Sounds Of India Inside Its Bottles

 

Proximity sensors inside allow people to listen to a selection of curated Indian sounds through the brand’s packaging.

By Emma Hutchings

Absolut and SapientNitro have created an interactive art installation that puts sounds of India inside empty bottles, audible only when people eavesdrop on them. This sound-based sensory experience, which debuted at the India Art Fair from January 25th-29th, provides a tangible and experiential means of aligning a brand with a distinct culture.

The quintessential sounds that aim to take the listener on an Indian journey are triggered by sensors when a person walks within range and leans in to hear. Open source micro controllers with custom electronics, ultra-sonic range sensors and monaural speakers were used to create the installation. Suchitra Gahlot, creative director at SapientNitro India, said:

"The ABSOLUT India Project is truly an experiential work. This sound-based installation of curious Indian sounds relies heavily on a person’s interaction to complete the story in the person’s head. ABSOLUT is catalytic in enabling creative expression, even in this case the installation crafts a very personal Indian journey for everyone experiencing it. The work made for a fitting debut at the India Art Fair 2012."

www.psfk.com

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