With the launch of Beam, Sonos was looking to gain awareness among a younger, media savvy demographic. The objective was to position Beam as the versatile speaker for the home, experienced through a cultural lens by means of a locally relevant activation. So, we teamed up with Dutch hip hop artist Faberyayo, who was about to release a collaborative album with Abel titled Comfy Season; an album all about getting the best out of the fall season and life indoors.
In September, Sonos Home Amsterdam was transformed into a modern-day Hype Williams type wonderland, functioning as the center of the entire experience. The space functioned as a backdrop to the music video that was shot for the first release of the album, Online Shoppen (online shopping), after which it opened its doors as an experience for press, friends, family and fans of both Sonos and Yayo.