Louis Vuitton Brings Theater to Retail Advertising Using Holosonics Audio Spotlight System in New Rome Superflagship Store
Italy’s historic premier movie theater, Spazio Étoile receives a makeover with Louis Vuitton’s latest fashion-forward multimedia advertising campaign. Audio Spotlight technology by Holosonics provides men’s floor perch with private sound accompaniment to the bird’s eye view of in-store theater below.
Feb 29, 2012
Hot on the six inch heels of recent Singapore and Syndey superflagship openings, Louis Vuitton opens another incredible maison in Rome – this time converting the historical Spazio Étoile into a decadent 3-story 1,200 sqm store location. Appropriately inspired by the classic elegance of the city’s very first movie theater in which it now resides, Vuitton’s Étoile Maison takes shoppers on a journey through modern fashion using equal parts handbags and high definition.
Audiovisual & Multimedia Project Director Jean Paul Cardoso stated, “Louis Vuitton was looking for an innovative technology showcase for the sound design of a theater-based installation in its new store, and the Audio Spotlight system proved to be the perfect device.” Cardoso continued, “The Audio Spotlight has created a unique link between a screen diffusing some films and its associated background music without any disturbance with the global sound design of the store.”
What makes the Roman maison most unique from Vuitton’s existing flagship locations is its ground level 19-seat cinema, displaying short films by many renowned directors. Based on interior architect Peter Marino’s open design concept, the cinema can even be viewed from the men’s floor on the second story. The Audio Spotlight directional speaker systems allowed Vuitton to provide that perch with the same sound as any of the theater seats below, providing a truly unique and personal theater viewing experience, all while preventing sonic interference with the existing sound design of the rest of the store floor.
Designed to deliver a narrow sound beam of coverage, akin to the beam of light from a flashlight, the Audio Spotlight speakers feature a 90% reduction in sound level just a single step outside of their beam. Harnessing the directivity of the Holosonic speaker, Vuitton was able to provide discreet localized sound to its shoppers, even within the larger overall sound aesthetic of the store. According to Cardoso, “The architects of Louis Vuitton were excited about the flexibility of the Audio Spotlight technology,” and eager to seek ways to incorporate it into future in-store advertising campaigns.
Photo copyright by Caterina Di Iorgi & Louis Vuitton.
About Holosonic Research Labs, Inc.
Holosonic Research Labs, Inc., a pioneer in directional acoustics, develops and manufactures the Audio Spotlight® directional sound system. Founded in 1999 by MIT graduate Dr. F. Joseph Pompei, Holosonics' Audio Spotlight technology is used in a wide variety of applications including museums, libraries, offices, reception areas, retail displays, trade shows and retail kiosks. The world's top organizations and companies use the Audio Spotlight directional sound system to beam sound to their listeners... and preserve the quiet.™
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