The Dolby brand is globally regarded amongst entertainment enthusiasts, although general recognition is 34%. The company needed to build awareness for the consumer products and experiences moving into the market, while creating brand affinity for it's technical expertise in entertainment.

The brief was to expose people to the breadth of Dolby entertainment experiences by amplifying the brand’s connection with authentic cultural communities. The company would need to unlock their collaborative ecosystem spanning content creators, content providers, and consumers in order to create content worthy of these communities’ interests. Dolby experiences depend on this ecosystem to deliver breakthrough entertainment moments, and should continue to leverage industry relationships with content creators such as Hollywood studios, technologists and artists to co-create original content.

Dolby transforms the science of sight and sound into spectacular experiences. Through our innovative research and engineering, we develop breakthrough entertainment moments that we share with the world through collaborations that span artists, businesses, and consumers worldwide. These breakthroughs deliver incredibly vivid experiences in the cinema, at home, at work, and on the go — experiences so lifelike that people feel as if they’ve been transported into a cinematic story or a pulsing sphere of music.

We give everyone the power to see, hear, and feel the spectacular.

The know that the most powerful way to tell the story of Dolby today is to put people inside it – to give people an opportunity to experience and feel the enveloping sound and ultravivid picture that only Dolby can deliver.

Create a global network of aspirational spaces for experience lovers filled with inspired design, immersive multimedia installations, engaging product demos, diverse and unique programming. The first installation would rest in the heart of a cultural hub – Soho, New York, and become a destination for a breadth of entertainment experiences curated to attract, engage, and ultimately convert key target audiences to becoming champions of the Dolby brand. The environment should lead guests along a narrative that begins with big emotive, immersive and unexpected experiences, and progress through informative demos and hands on content creation.

Dolby would align with partners in technology, music, culture, and lifestyle verticals to co-create exclusive content moments to serve an influential segment of experience seekers. The space should allow for flexible experiences for a rotation of programming that aligns with content releases, red carpet events, and industry fanfare.

Dolby Soho houses over ten immersive experiences, interactive technology demos, content creation labs, a Dolby Cinema, a DJ experience, and café and VIP lounges spread across 3 floors and 30,000 square feet.

The Dolby Soho design was built to be rebuilt. Temporary construction techniques provide a pop-up sensation where rotating content applications could exist within the 9 month program calendar. The site has hosted launch parties with Michael Kors, content takeovers to celebrate the Oscars nominees, Netflix’s Our Planet, and other artists.

Key experiences include the Infinity Space, an infinite wall of Dolby Vision enabled TVs combined with Dolby Atmos immersive audio, and a laser projection equipped mini Dolby Cinema. The centerpiece of the space is a 1,000-square-foot, fully projection-mapped room paired with a state-of-the-art 34 channel Dolby Atmos audio system– a captivating experience that transport visitors to other worlds.

In the 3 months since opening, Dolby Soho has welcomed over 55,000 visitors, garnered over 24M Impressions and a 13M reach on social media. The space hosted 9 special events for creatives and added over 16K email addresses to the community database.

Dolby Soho has become a foundation in creating a connected creative community through regular events. Whether that is partnering with a local film school to provide workshops and panel discussions, to local artists coming in to discuss their work and process, to hosting larger events and parties blending fashion, technology, and locals alike.

The ability to celebrate the Dolby ecosystem full circle allows people to tell a larger than life story about the Dolby brand at Dolby Soho, and can ultimately tie it back to the selection of Dolby enabled products that exist in their everyday lives.