Spotify
Sound Spa

Conceptualized and executed an exclusive experiential activation for wellness, beauty, and retail leaders that offered a sensory retreat amid the city’s busiest week, showcasing Spotify’s unique reach with Gen Z through sound, style, and self-care.

Year
2022

Client
Spotify

Four women are seated on a stage at a panel discussion titled 'Sound Spa' with a yellow and pink background. Two TVs display a graphic related to culture. The audience is seated in front, some taking photos. The room has colorful walls, ceiling pipes, and exit signs.
Spotify advertisement storefront with pink and yellow poster reading "Sound Spa" and digital outdoor display showing playlists titled "Pause," "Dreamy Vibes," "Peaceful Retreat," "Meditation," and "All The Feels."
Six colorful bottles on a pink background, each with a quote label, including a burgundy bottle labeled 'Spotify Advertising,' a cream-colored bottle, an orange bottle, a yellow bottle, a green bottle, and a pink bottle, all with white caps.

Where sound met serenity at
the intersection of
culture and wellness.

Sanyu conceptualized and led Spotify’s “Sound Spa”, an experiential activation at New York Fashion Week 2022 designed to engage wellness, beauty, and retail leaders through the power of audio.

The space served as a sensory retreat by blending spa experiences, conversation, and cultural insight to showcase how Spotify connects Gen Z audiences through lifestyle and wellness content.

The experience featured two thought-provoking Culture Next discussions, “Hear It Out” and “Alter Ego Audio,”exploring how podcasts and music empower young audiences to express identity, find community, and navigate modern life.

A moment of calm in the chaos of Fashion Week, Sound Spa embodied Spotify’s evolution from platform to cultural curator.