Introducing the German audio brand Sennheiser to American audiophiles

 

Introducing the German audio brand Sennheiser to American audiophiles

A pop-up evoking bypasser with the emotion of sound.

The Challenge

Sennheiser produces some of the best headphones on the market and is a revered brand among audiophiles. But this German audio manufacturer had not yet found its footing with North American listeners. Therefore, Sennheiser hired Set Creative to introduce this new audience to their world-class products with an experiential pop-up.

Our Approach

The new Oculus in New York was chosen as the perfect modern retail space to introduce Sennheisers’ products to American consumers. a. On top of that it serves as a transportation hub in downtown Manhattan, serving millions of New Yorkers each year, driving instant traffic to the pop-up.

The animated videos on the digital screens in the subway made visitors aware of the brand. The design of the innovative pop-up was inspired by the emotion of humans when listening to music and the rolling waves of sound. 2200 rods formed a wavy surface, each one capped with a reflective dichroic film. The Soundscape shifted in colour and form in response to natural lighting, as well as reacting to how many people were in the space at any time.

Sennheiser Soundscape.jpg
Sennheiser Soundscape Pop Up.jpg

Despite restrictions on sound and lighting in this public space, Set Creative delivered an expressive experience. Bypassers could plug Sennheiser's hi-fi offerings to their personal device, giving them the opportunity for a real-time comparison with their own headphones. Similar to how Sennheiser’s products reveal new nuances in your favourite music, this installation composed moments of discovery, even for busy, daily commuters.

Sennheiser Soundscape Traffic Driving.jpg

The Results

Open for five months, the pop-up was seen by over 75 Million commuters, tourists and destination shoppers. During that time, the transformative retail experience delivered a 17.5% lift in sales. Set Creative turned the volume up on this quietly superior European brand, penetrating the American market and opening the brand to a new world of consumers.

Sennheiser Soundscape Digital Production .jpg
Sennheiser Soundscape Experiential Campaign .jpg