With the launch of Beam, Sonos set out to connect with a younger, culturally attuned audience. The goal: position Beam as the ultimate, versatile home speaker — experienced through the lens of contemporary culture.
To bring this to life, we partnered with Dutch hip hop artist Faberyayo, who was gearing up to release Comfy Season with fellow artist Abel; an album celebrating the joy and comfort of life indoors. In September, Sonos Home Amsterdam was transformed into a modern-day, Hype Williams-inspired dreamscape to serve as the set for the music video of the album’s first single, Online Shoppen (online shopping). The installation became the heart of the campaign, as the space later on opened its doors to press, friends, family and fans of both SONOS and Yayo for an exclusive first listen of the full album.
The activation drew a full house across four days and, together with the music video, generated more than 2.5 million impressions, firmly embedding SONOS Beam within culture as well as home life.
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