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The ‘Suntory Hall’ in Tokyo is a world-class concert hall run by Suntory, global alcoholic beverage and food company. It is well known to produce some of the most beautifully balanced sounds in the world. However with the aging of audience, the Hall needed to appeal a far younger audience.

“The Glassical Instrument” was designed to let the audience to experience its beautiful sound with a less classical approach.
We created an unique musical instrument, “The Glassical Instrument”, with a glass, liquid and seemless musical note-shaped ice cube perfectly crafted using a patented Japanese technology “Ice Mold”.
After hours of experimentation, 100 pieces of “The Glassical Instrument” were tuned to a different tone, dependent on the multiple combinations of size, thickness, and amount of liquid present and we meticulously played the “The Glassical Instrument” in the physical environment of the Suntory Hall.

The research conducted after the release of the film, “The Glassical Concert” which depicts the purity of musical instruments made entirely of glass and event where younger audience could actually experience its tune of new its musical instrument revealed that 70% of people who were not interested in Suntory Hall, and were far from even going there, answered that they would like to visit the hall. Their perceptions such as “too formal” and “stiff” dramatically changed to “casual”, “fun” and “familiar with it.”

Ajab Samrai, CCO of Ogilvy & Mather Japan, commented: “What better way to get young people and families engaged with classical music than to get them to make it for themselves. It’s super to see The Glassical instruments fun interactive experience is already paying dividends with a surge in a younger demographic visiting The Suntory Hall”

Masato Mitsudera, Head of Creative, Geometry Global Japan, said: “Suntory Hall has been dedicated to pushing the boundaries in immersive musical experiences. We are so happy to see this unique music instrument touches people’s chord and the changes the perception of the younger audience.”