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