Noble Development and Rabbit Digital Group Thailand redefine real estate advertising
The statement “architecture is frozen music” made by the prolific German writer and philosopher Johann Wolfgang von Goethe was recently put to the test by a Thai real estate developer.
Can architecture be perceived by our other senses? Can it be heard as well as seen and touched? These were the questions posed by Noranit Yasopa, Executive Creative Director at Rabbit’s Tale of Rabbit Digital Group Thailand, when he decided to defy how real estate projects have traditionally been showcased. Elaborate architectural models were nowhere in sight. Prospective home owners were challenged to rethink property “viewing” and instead “listen” to the design aesthetics of the architecture.
The agency collaborated with a sound designer to decode the architectural structures of five real estate projects into distinct sounds that represented the unique essence of each development. The result was a series of beautifully constructed compositions of musical notes, beats, and rhythms translated from the materials, patterns, and textures of the building designs.
Tum Monotone, celebrated Thai sound designer and the mind behind the project, said that, much like a well-written musical composition, architecture is made up of components of different shapes, sizes, and textures that together deliver one stunning masterpiece.
To decode the architecture into music, the unique interior and exterior designs of each real estate project were translated into graphic blocks of varying widths and shades. Surfaces and materials such as steel, glass, marble and wood also produced distinct sounds, which were derived from actual recordings that had undergone a sound synthesis process.
A custom-designed “Sound Machine”, equipped with sensors, glides over the carefully-arranged graphic blocks and converts them into musical notes, beats and rhythms, creating a harmony of sounds.
The results were five stunning pieces of music, each one representing the architectural characteristics, style, and design of each real estate project.
Sira Udol, Executive Vice President, Noble Development, said, “Our client’s philosophy is to be bold and different, so it was a natural decision to break away from tradition and do something completely revolutionary. This was the first time in Thailand, if not the world, that architectural structures were stripped down to their components, which were then decoded into musical notes. Through this exercise, we have proven that architecture is indeed frozen music. Both are beautiful forms of art that appeal to our senses in their own unique way.”