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Signature scents are no longer enough for today’s hotels

A Big Apple hotel takes branding to a whole new decibel with a bespoke sound installation in its lobby

September 21, 2020

Text: Boyd Farrow

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New York’s ultra-trendy Sister City Hotel recently collaborated with electronic musician Julianna Barwick on a sound-art installation to use as a lobby score. Barwick’s installation is powered by Microsoft’s Custom Vision Service, which tracks and analyzes various elements surrounding the hotel from a camera on the roof.  These inputs, in turn, determine which of her compositions are played. Rain, sunlight and even planes trigger different looped sounds; Microsoft taught the installation’s AI software to recognize factors such as clouds and birds.

Loud and clear: More global brands integrating sounds into their marketing campaigns.

  1. Bumper hitsGAC Motor has created almost 50 sounds for its electric cars, including the AVAS – or acoustic vehicle alerting system – which allows pedestrians to better hear the typically silent electric cars approaching. gac-motor.com.
  2. Pitch perfectMastercard added a sequence of six notes to make a sonic logo that plays whenever consumers make a payment transaction. More than 20 artists, including Mike Shinoda, have created 20 variations of this melody. mastercard.com
  3. Fast trackFor the three-second track "WGTT15000BPM F1 NEEEUM MIX", The Chemical Brothers re-engineered their single "We’ve Got To Try", to match a Formula 1 car’s engine speed of 15,000 revolutions per minute. formula1.com

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  • City guides
    • Philippines
      • Bacolod
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      • Cebu
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    • USA & Canada
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      • London
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    Welcome to my city

    Designer Marga Nograles takes us on a tour of Davao City

    Discover Tagbilaran with graphic designer and artist Felix Mago Miguel

  • Explore
    • Things to see and do
    • Dining and nightlife
    • Arts and culture

    Neighborhood guide: Seoul's booming Euljiro scene

    Brewing up a wave in Hanoi

  • People
    • Welcome to my city
    • Interviews
    • Travel essay

    Drag queen Manila Luzon serves Philippine-inspired looks

    Her wish is for Bicol to become the country's next culinary destination

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  • Philippine Airlines
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