The Campaign

Noble is a leading Thai property developer who has been defining the difference in the industry. But when Bangkok's property market reached its highest competition in 23 years, we were challenged to find a new way for consumers to notice the difference in our architectural details. We believe that aesthetics can be translated into something else that not necessarily only be seen with eyes. "The Sound of Architecture" is a campaign designed for customers to sense Noble’s difference in architectural details through listening. Built around the idea that architecture and music shared the same fundamental, we collaborated with a sound designer to decode the architectural structures from five of our projects and turn them into distinct sounds which represent the unique essence in each development. 

Creative Execution

We create a breakthrough that bring the difference in architectural details of Noble into the spotlight. The Sound of Architecture is the campaign designed to let consumers sense Noble’s difference in architectural details through listening. Collaborated with a sound designer, we decoded every detail of the design into graphic pattern that function as rhythm generator. The sound recorded from real materials and environments were synthesised into instrumental notes. The rhythm generators can trigger the instrumental notes to be played as music using a custom-designed sound player after being arranged into compositions by professional sound designer following the concept, mood and tone of each project from five of our projects and turn them into distinct sounds which represent the unique essence in each development. It becomes a new way for consumers to notice the difference in our architectural details. The campaign was first launched at an event where consumers can listen to our architectures over a custom-designed sound player, it is then followed by online launch video and a series of PR contents.