BMW SXSW Sound Wall

CREATIVE DIRECTION | FAKE LOVE/NYT

We were asked to create a sound-based experience for The New York Times Magazine’s Music Issue event sponsored by BMW, at SXSW 2017. An homage to both music and technology, they requested an installation that connected its high-tech, innovative spirit to the ambitious Music Issue. We headed to SXSW, along with The New York Times, to create an unforgettable weekend. The experience centered around a custom painted wall created by Austin-based artist Sophie Roach embedded with touch reactive plates. A custom soundtrack was made and guests were invited to touch the plates to reveal different music stems. The more they collaborated by pressuring different points of the wall, the fuller the track. The weekend culminated into a sophisticated admiration of cutting edge music and dynamic technology.