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Absolut Installation Puts The Sounds Of India Inside Its Bottles

Absolut Installation Puts The Sounds Of India Inside Its Bottles
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Proximity sensors inside allow people to listen to a selection of curated Indian sounds through the brand's packaging.

by Emma Hutchings
  • 2 february 2012

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.

Absolut Installation Puts The Sounds Of India In Its Bottles

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.


SapientNitro

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