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GUESS JEANS
"THE NEXT 40 YEARS OF DENIM" EXPERIENCE
Client: GUESS JEANS
Locations: Pitti Immagine Uomo (Florence) / Tokyo
Project: Global Launch Event & Immersive Exhibition
Agency: Antitled Studio
Services: Sonic Direction, Sound Scenography, Playlist Curation, Installation Design
Locations: Pitti Immagine Uomo (Florence) / Tokyo
Project: Global Launch Event & Immersive Exhibition
Agency: Antitled Studio
Services: Sonic Direction, Sound Scenography, Playlist Curation, Installation Design
The Sonic Architecture of a Global Relaunch
For the monumental relaunch of GUESS JEANS under the creative direction of Nicolai Marciano, we were commissioned to design a holistic sonic ecosystem that defined the entire physical experience of the exhibition. Debuting at Pitti Immagine Uomo in Florence before traveling to Tokyo, the project required a massive audio-architectural vision to match its global scale.
The primary challenge was to translate 40 years of storied California heritage into a future-facing auditory journey. We acted as "sonic scenographers," treating the venue not just as a space, but as a living narrative environment. Our goal was to create a seamless transition between the brand’s legendary past and its technological future, ensuring that every visitor felt the weight of the heritage while being propelled into the new era of the brand.
For the monumental relaunch of GUESS JEANS under the creative direction of Nicolai Marciano, we were commissioned to design a holistic sonic ecosystem that defined the entire physical experience of the exhibition. Debuting at Pitti Immagine Uomo in Florence before traveling to Tokyo, the project required a massive audio-architectural vision to match its global scale.
The primary challenge was to translate 40 years of storied California heritage into a future-facing auditory journey. We acted as "sonic scenographers," treating the venue not just as a space, but as a living narrative environment. Our goal was to create a seamless transition between the brand’s legendary past and its technological future, ensuring that every visitor felt the weight of the heritage while being propelled into the new era of the brand.
From Americana Roots to Airwash™ Innovation
The sonic itinerary was meticulously engineered across distinct environments, each requiring a unique sound signature. For the archival rooms, we developed warm, nostalgic Americana soundscapes—utilizing organic textures and dusty, sun-drenched layers that evoked the brand's 1981 origins. This nostalgic warmth acted as an emotional anchor, grounding the visitors in the authentic history of GUESS.
As the experience progressed, the audio underwent a radical metamorphosis, shifting into pristine, industrial sound design for the "GUESS AIRWASH™" technology installations. By deconstructing the mechanical sounds of sustainable production and turning them into rhythmic, ambient textures, we amplified the visual impact of the machinery. From the immersive, low-frequency drones of the transition tunnels to the highly curated playlists for the lounge and VIP areas, every frequency was surgically calibrated. The result was a comprehensive sonic identity that mirrored the brand's commitment to sustainability and innovation without losing its iconic soul.
The sonic itinerary was meticulously engineered across distinct environments, each requiring a unique sound signature. For the archival rooms, we developed warm, nostalgic Americana soundscapes—utilizing organic textures and dusty, sun-drenched layers that evoked the brand's 1981 origins. This nostalgic warmth acted as an emotional anchor, grounding the visitors in the authentic history of GUESS.
As the experience progressed, the audio underwent a radical metamorphosis, shifting into pristine, industrial sound design for the "GUESS AIRWASH™" technology installations. By deconstructing the mechanical sounds of sustainable production and turning them into rhythmic, ambient textures, we amplified the visual impact of the machinery. From the immersive, low-frequency drones of the transition tunnels to the highly curated playlists for the lounge and VIP areas, every frequency was surgically calibrated. The result was a comprehensive sonic identity that mirrored the brand's commitment to sustainability and innovation without losing its iconic soul.