Listening to luxury: The Sound of Luxury report

Sound as a vector of emotion and distinction

In a world saturated with visual stimuli, sound helps create a lasting emotional connection. It activates cerebral zones linked to memory and affect, and becomes an element of identity in the same way as a logo or a bottle. Luxury, which aims for the rare and the intimate, finds in audio a powerful resource, provided it masters its subtlety.

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Three sound trends redefining prestige

Back to essence: slowness, silence and detail

The new luxury rejects excess. It prefers discreet textures, controlled silences and calm atmospheres. Houses like Delvaux play with almost imperceptible sounds to reflect their attention to detail and artisan heritage.

Multisensory immersion

From boutiques to hotels and e-commerce sites, brands are now integrating immersive, often spatialized or interactive soundscapes. W Hotels and Marriott Bonvoy use sound as an extension of their promise of well-being. The aim? Engage the senses to enhance the physical or digital experience.

A bold, sometimes dissonant narrative

Far from the clichés of classical strings or hushed notes, some houses explore more disturbing or unexpected sound worlds. Bottega Veneta, for example, combines desert landscapes with eerie compositions, creating a desire to belong through mystery.

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Pioneers who structure their sound identity

• Mercedes-Benz is building a global Sonic DNA, adaptable to different markets and contact points (website, app, car).
• Rolex and Hermès translate watchmaking mechanics into minimalist sound loops, underscoring mastery and precision.
• Gucci, Balenciaga and Burberry are experimenting with generative soundscapes and audio installations for catwalk shows and launches.

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Towards a new grammar of sonic luxury

The report highlights the need for brands to develop a coherent, creative and measurable sound strategy:

• Move away from stereotyped sound banks: a customized branded sound is 5 times more memorable.
• Think of audio as a signature, just like images or perfume.
• Integrate sound into digital touchpoints, especially in e-commerce where the experience is often visual and muted.
• Measure the impact of sound design on emotions, time spent, purchase intent and loyalty.

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Why now?

With the rise of immersive experiences, ASMR, spatial audio and intelligent broadcast technologies, the technical and cultural context is ready. And in an industry where the intangible is king, sound offers a language that is at once emotional, distinctive and subtle. Exactly what luxury is looking for.

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It's Time to Listen

At Ircam amplify, we help luxury brands translate their essence into sound through bespoke sound identities, immersive installations and emotionally resonant design. We combine scientific precision with artistic sensitivity to sculpt acoustic experiences that elevate perception, reinforce brand values, and create timeless emotional connections. Whether it's a flagship boutique, a digital platform, or a signature product sound, our approach ensures every sonic detail reflects the uniqueness of your brand.

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📌 Further information
This summary is based on the Amplify - Luxury Issue 9 report, published by AMP Sound Branding, an international reference in sound strategy. For the curious, the full version explores sectoral trends in greater detail (automotive, fashion, watchmaking, hospitality, etc.) and offers evaluation tools for brands.

🔗 Find out more: soundbranding.net

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