Lincoln MKX Sound of Luxury
MAS collaborated with Vanity Fair to bring the Lincoln Motor Company down to Miami’s Art Basel as part of the Vanity Fair Social Club. Rooms in the historic Wolfsonian Theater were transformed into art installations inspired by the various Black Label trim lines used in several Lincoln vehicles, but the real star of the integration was an immersive audio visual experience called “Sound of Luxury” that showcased the world-class Revel sound system featured in several new Lincoln models. Guests walked into a sensory chamber with a Lincoln MKX in the center. Once inside the vehicle, they were able to select from among one of four original compositions by artist Paolo Prestini, each meant to evoke a different feeling. The music selection launched a synced audio and visual experience, connecting the composition with kinetic imagery, projected onto a seamless 270-degree video wall around the car. The sensory chamber was so well received that the team brought it to Los Angeles for an activation during the 2016 Grammy weekend.