YONT Studio's Analog Sound Installation Revives Cassette Culture in Berlin's KaDeWe
An immersive pop-up blends techno-queer aesthetics with tactile music experience in luxury retail space.
1Immersive retail experience
YONT Studio transformed 35 square meters in Berlin's luxury KaDeWe department store into an analog sound installation. Running from September 15-27, 2026, the pink-hued space features upcycled car seats and 140 curated cassette tapes. Visitors become active participants rather than passive observers, physically handling tapes to create personal playlists. The project accompanies the launch of a limited-edition fashion collection by Namilia and Telekom Electronic Beats.
2Techno-queer aesthetic fusion
The installation merges Namilia's techno-queer sensuality with Telekom Electronic Beats' music platform identity. YONT Studio translated these influences into architectural forms using raw styrofoam volumes coated in high-gloss pink car paint. Custom stainless steel garment racks and upcycled leather car seats complete the aesthetic. Designers deliberately exposed cables and technical components, rejecting conventional retail design that typically hides infrastructure.
3Tactile cassette ritual
At the installation's core, six upcycled car seats surround four monolithic pink volumes. Two units house cassette players with 140 curated tapes from artists like Madonna and Kendrick Lamar. Unlike digital interfaces, the experience requires physical tape handling - choosing, inserting, and rewinding. This deliberate friction reintroduces weight and patience to music listening, contrasting with KaDeWe's fast-paced luxury environment.
4Multi-sensory design elements
Beyond sound, the space incorporates a full-length mirror dressing room and product shelves with Namilia-inspired hooks. The materials - epoxy-coated styrofoam, stainless steel, and leather - create varied textures. YONT Studio describes the effect as 'monumental but intimate', blending human and machine elements. Exposed cables add a nervous, bodily quality to the otherwise static installation.
5Cultural references
The concept draws from Iggy Pop's 1977 Berlin-era track 'The Passenger', flipping its passive observation theme into active participation. Designers Serdar Ayvaz and Coşan Karadeniz aimed to capture road trip nostalgia through tactile interaction. The project continues Telekom Electronic Beats' tradition of merging music, fashion, and contemporary art in unconventional retail spaces.
6Fashion collaboration
The installation showcases a capsule collection co-created with British indie band Wet Leg, including a cap, fitted top, and T-shirt. These pieces explore themes of individual expression and collective identity through fashion. The physical garments complement the spatial experience, creating fluid dialogue between wearable art and environmental design.
7Retail disruption
By inserting slow, tactile interaction into a luxury department store, the project challenges conventional retail expectations. The designers describe it as 'a vision that doesn't always fit the given context'. Visitors experience a jarring transition back to reality after immersion in this nostalgic yet futuristic sound environment.
8Design philosophy
YONT Studio's approach rejects slick digital solutions in favor of analog imperfections. Their scenography style combines raw materials with precise detailing to create emotionally charged spaces. This installation demonstrates how physical interaction can create deeper engagement than passive consumption, particularly in temporary retail environments.