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Soundize™ Case study

Teatr 6. Piętro

  • Sonic branding

2018

"Provoke thought without boring. Move without sentimentality. Entertain without playing the fool."

01

Context

Teatr 6. Piętro has run since March 2010 on the sixth floor of the Palace of Culture and Science in Warsaw. That's nearly 800 square metres and close to 500 seats. It's run by managing director Michał Żebrowski and artistic director Eugeniusz Korin; the house opened with Korin's staging of Woody Allen's "Play It Again, Sam," starring Kuba Wojewódzki, Michał Żebrowski and Daniel Olbrychski. Its casts have since carried names like Anna Dereszowska, Piotr Fronczewski, Andrzej Grabowski, Cezary Pazura, Jolanta Fraszyńska, Małgorzata Foremniak and Piotr Gąsowski. The Teatr's brand is defined by one line: "Provoke thought without boring. Move without sentimentality. Entertain without playing the fool."

02

Process

That credo became our guiding motif for building the audio branding for Teatr 6. Piętro. We spent close to a year on the composition, working through a long list of concepts before settling on this one: a motif of six notes that "rise," a literal "step up a level" — a phrase the Teatr had already been using in its own marketing for a long time. The composition, credited to Rafał Konieczny of Soundize, is deliberately simple: an upbeat, unhurried melody, written so it can be picked up within the first few listens.

03

System

The Audio Logo's sound is built on two main colours: saxophone and voice, male and female, with a trace of electronics underneath: a palette chosen to read as a modern cultural institution, not a stuffy repertory theatre. We brought Kamil Bednarek and Kasia Dereń into Studio Chróst to record it. The Teatr 6. Piętro sound logo premiered on 1 June 2018 as the foundation of the brand's complete sonic branding, which today includes dedicated sound for pre-show announcements, foyer music, the box-office hold line, and musical beds for social media.

04

Listen

Teatr 6. Piętro

05

Team

Concept & composition
Rafał Konieczny, Soundize™ Audio Branding
Music production
Patrick Multan
Vocals
Kasia Dereń
Vocals & saxophone
Kamil Bednarek
Client side
Michał Żebrowski
Recording
Winicjusz Chróst
The production team listening back to a take in the studio.