The Amber Theatre joins forces with Where Lovers Lie in a unique fashion creation

An unusual interactive musical instrument - disguised as a mannequin - has gone down a storm in Melbourne in a recent experiential sonic branding campaign.

The creators of the imaginative retail installation wanted their end product to represent the future of sound in fashion – and, from the public reaction, they look to have succeeded.

Sonic branding experts The Amber Theatre and fashion label Where Lovers Lie joined forces to develop Squeeze Me Lightly Where Lovers Lie. Their creation is a mannequin dressed in black, with wing-like arms that, when squeezed, plays music.

The creation combines sonic branding, fashion and visual merchandising, challenging outdated and boring retail environments and transforming customers from passive browsers to creators of new and exciting retail experiences.

The artwork was on display in Melbourne's GPO.

Marcel de Bie, The Amber Theatre's creative director, said people's reactions to the installation were amazing.
“People kept going back for more, learning the instrument and becoming more sophisticated in their music making – and we're talking about people who aren't musically trained,” he said. “It's great because people weren't focusing on the technology – they were too busy having fun making music, engaging with the beautiful outfit and creating something amazing through touch and sound.”