“The iconic sound of silence” was a press experiential journey organized by MINI & BMW Italy to celebrate the world of sound design and to approach the world of sustainable mobility from a different point of view. This initiative took place at Caimi headquarters in Milan, which offered a selection of journalists the opportunity to experience highly technological sensory experiences, thanks to the Caimi Open Lab, a system of laboratories dedicated to acoustic research.
This tour into the sound of electric cars was led by Renzo Vitale, BMW Group Sound Designer and music artist specialized in acoustic engineering. I was asked to introduce a special project I directed and produced in 2021 about the sensory experience of the new MINI Electric.
A selection of press materials follows – Italian only: