Prototype

We began with a simple prototype that enabled the Batik flowers to speak and sing.
The instrument’s technology rooted the flowers in the E major tonality of the Great Way To Fly melody and allowed melodic fragments to be pieced together creating musical motifs. This gave us some musical sketches but we needed a symphony.

The instrument building team was bolstered with the skills and expertise of Dominic Murcott and Matthew Hill. And a powerful piece of sonic branding technology was built.

An instrument holding 653,072 sonic combinations.
With around 4 million possible results.
And 6 sonic palettes to choose from.

The "brain" behind the SIA Batik Instrument

The result

An interactive instrument that could be played by anyone, anywhere. But we needed more than just anyone, we needed a world- class composer to produce a symphony of sound using the instrument. Where a composer would usually sit down at the piano to write, our composer would sit down with the Batik instrument to produce
the sound of Singapore Airlines.

Rohan De Livera is a Sri Lankan born and D&AD award winning orchestral composer. He has a special relationship with Singapore Airlines and the
Great Way To Fly melody - always flying with SIA to Asia on family holidays as a child.
The sonic fabric of the brand was already a part of Rohan’s lived experiences.
 

After months of composing, over 30 minutes of through-composed music was written by Rohan with the Batik instrument.

Producing tailored, emotional sound experiences for every touchpoint on the SIA customer journey.

Sonifying every brand moment in a way no other brand has ever done before.
Pushing the boundaries of artistic and technological innovation to produce a one-of-a-kind customer experience through sound.

A sonic Symphony of Flowers that stems back to the heritage and native flowers of the world's garden city, Singapore.