The New Hermès Silver Collection Features Scannable Singing Pieces
Alyson Wyers — July 18, 2013 — Marketing
What does Hermès silver sound like? To promote their new jewelry collection, the Parisian luxury brand partnered with the London-based design firm United Visual Artists and ad agency Dan Paris to produce a symphony of scannable singing silver pieces. As the series laser hits one of the sixteen new pieces of Hermès's Chaîne d’ancre collection, a note plays. Each piece, whether a ring, bracelet or necklace, has its own unique sound. According to Hermès, each piece of jewelry has "its own particular voice." Combined, the silver makes an ethereal and mysterious experimental song. Musician YoggyOne composed the range of tones by taking into consideration the weight, dimension and density of every silver piece.
In the black and white advertisement, a woman watches on, transfixed and in awe of the alien and ambient sounds she hears. All together, the Hermès silver campaign is elegant and one of a kind.
In the black and white advertisement, a woman watches on, transfixed and in awe of the alien and ambient sounds she hears. All together, the Hermès silver campaign is elegant and one of a kind.
Trend Themes
1. Scannable Jewelry - Designing luxury jewelry that creates unique music notes when scanned could be a unique selling point for luxury brands.
2. Unique Sound Composition - Creating ranges of unique sounds based on the weight, dimension, and density of an object can be a niche and experimental market for creative professionals.
3. Combining Technology and Jewelry Design - Innovative designers could explore the intersection between jewelry and technology in order to create new and unique experiences for their customers.
Industry Implications
1. Luxury Jewelry - This technology can be integrated into the production of high-end jewelry collections, creating an extravagant selling point for jewelry brands.
2. Design and Visual Arts - Artists and designers who specialize in creating sonic experiences, as well as those who work with materials such as metals and gemstones, could be uniquely positioned to explore this trend.
3. Advertising and Marketing - Marketers can create unique and tailored marketing campaigns that utilize scannable and sonic elements to enhance the user experience and build brand loyalty.
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