The Sound Brewery Project: electronic music made from beer ingredients.

To demonstrate the Brand commitment in supporting those music talents, we have built the first machine capable to create music from the natural produces used in the Nastro Azzurro beer brewing process. Water, Hops, Barley and Corn were manipulated in a unique method to create an audio looping system based on organic input. We have also involved a young Italian electronic music band to actually play the machine and to compose beautiful music tracks with it.

A tangible demonstration of how amazing is for the brand to gather and support young talents to create something extraordinary.

The Sound Brewery is a conceptual machine entirely handmade crafted. The design took inspiration from the Nastro Azzurro brand identity, from the old brewery world but in a contemporary and innovative interpretation. Water was piped through 8 km of tubing and 1800 custom valves to create a water based touchscreen. The DJ’s finger movement was tracked using Leap Motion, this information was used to control 2 custom designed magnetic turntables.The turntables consisted of Interchangeable vinyl-style palettes, held in place by neodymium magnets that were attached to custom designed speakers on a rotating mechanism. Audio was generated by interpreting data from a high-spec laser (accurate to 0.001mm) that was used to read the characteristics of the ingredients.The solid ingredients were placed on a specially designed Chladni-style plate. Audio frequencies were fed into the rotating liquid records to generate a unique visual and audio effect from the surface of the liquid.

+10M total views

30K reactions

23K shares

2.5 coments

22K plays on soundlcloud

The content has been published by several and renowned advertising, music and news platform from all over the world (EMEA, US, ASIAN MARKETS)

The video has been also put to the test and the 90% of the panel group perceived the brand as more innovative than before.