As products strive to be experiences rather than just objects, designers are looking for new ways to engage users.

"Noise-dampening is mandatory — sound design is freestyle."

As products strive to be experiences rather than just objects, designers are looking for new ways to engage users. Now BMW Group is doing this by taking cues from what filmmakers have done for decades now—sound design.

BMW's Active Sound Design (ASD) was created to enhance the driving experience. Because engineers have decreased noise in the cabin so much, some of the powerful engines sound rather puny. By creating a system that reacts to acceleration, the ASD provides audio feedback that lets the driver hear what's going on under the hood. By adding an additional layer, or sense, to the design of the product, the BMW Group is creating a product that will provide an experience that matches the performance of their automobiles.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in