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.