amp, a world-leading agency for sound branding, received a 2015 Red Dot Award in Communication Design for its project "The Sound of Porsche: Stories of a Brand – The SoundLab". The project featured an iconic Porsche 911 embedded in a sound studio environment called the Soundlab. Visitors could select different driving scenarios using an iPad app and experience fully immersive soundscapes in 7.1 surround sound. amp was responsible for the creative and technical realization of the Soundlab, using sound to tell stories and engage visitors across cultures. Due to its success, Porsche has decided to bring the project to additional cities in 2015 and 2016.

1. sound
branding
amp wins Red Dot Communication Design Award 2015
„The Sound of Porsche: Stories of a Brand – The SoundLab“.
amp, a world-leading agency for sound branding, is honored to have received a 2015 Red Dot Award in
Communication Design for its groundbreaking project, “Sound of Porsche: Stories of a Brand”, a multi-sensory
pop-up store created specially for the Stuttgart car manufacturer and presented in 2014 and 2015
in New York, London and Shanghai.
At the heart of the experience is the Soundlab, which features an iconic Porsche 911 embedded in an upscale
sound studio environment. Using an iPad app specially developed by amp, visitors select from three driving
scenarios - Miami’s Ocean Drive, Tyro’s Kaunertal glacier road and Germany’s legendary Nürburgring raceway.
The Porsche’s roaring engine, recorded on location and at Porsche Dynamometer in Weissach, mingles with field
recordings to create fully immersive soundscapes in 7.1 surround sound. As visitors listen, they watch the local
surroundings of each scenario stream by, projected onto the car using state-of-the-art 3D visual mapping.
amp was responsible for the entire creative and technical realization of the Soundlab. Using sound to tell
stories and place the car in a uniquely emotional context, the agency engaged visitors across cultures and
continents while triggering an overwhelming press response from, among others, the New York Times.
Due to the project’s success, Porsche has decided to bring it to additional metropolises in 2015 and 2016.
winner

2. sound
branding
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amp is transforming the sound of retail. As world-leading agency for sound branding, we use exclusive brand
strategy tools to develop in-store sounds that bind a brand to its audience. Research indicates that 96 percent of
potential customers better remember a brand whose music reflects its identity; the right retail sound can encourage
longer visits, drive up sales and improve staff performance. Independent, owner-managed and international,
with offices in Munich, Miami and Zurich, amp has won the highest awards in its field and counts some of the
world’s most prestigious brands among its clients.