Turning a retail corner into an immersive journey (without a screen)

As digital screens become increasingly common in stores, a new question emerges: how can brands capture attention and tell their stories without adding another screen to the space?

Sound offers a different approach. It can invite visitors to pause, discover a product's heritage, and experience its identity through emotion and imagination. Rather than adding another layer of visual information, sound creates an invisible connection between a product and the person discovering it. Ircam amplify explores how sound can transform in-store product discovery into a memorable sensory experience.

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Selon une étude de Mood Media, stimuler plusieurs sens simultanément dans un point de vente entraîne une hausse directe de +10 % du chiffre d’affaires

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Creating a captivating moment of product discovery

What if discovering a watch could feel like diving into the ocean?

In the historic flagship of luxury jeweler C.D. Peacock in Chicago, visitors encounter a striking figure: a diver standing within Tudor's retail corner. The sculpture evokes the world of underwater exploration and the heritage of the Swiss watchmaker's diving watches.

But how can a static display convey more than the appearance of a timepiece? How can it communicate the history, craftsmanship, and spirit behind an iconic product?

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“We wanted to be completely experiential by doing what's not expected with sound, sight, and taste. This isn't a typical jewelry store experience.” (Steven Holtzman, Vice Chairman of CD Peacock)

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To answer this question, C.D. Peacock partnered with Ircam amplify to create an immersive sound experience dedicated to Tudor's diving watches. Through a localized sound system, the diver becomes the starting point of a sensory journey into more than six decades of maritime heritage. The experience unfolds through a carefully designed soundscape: bubbles rising through the water, the breath of a diver's regulator, and the distant songs of whales. These sounds bring the underwater world to life, inviting visitors to imagine the environments in which Tudor's watches have made their mark.

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From display to immersion

Here, sound does more than accompany the product. It gives the visitor a reason to stop, listen, and explore. The experience transforms a retail corner into a place of discovery, extending the interaction beyond the physical object itself. For the brand, this approach offers a way to express its identity through an experience that feels connected to its history. For visitors, it creates an opportunity to engage with the product through imagination rather than information alone. It proves that sound can turn a simple product display into an invitation to explore a brand's heritage, without requiring an additional screen.