Continental's 'The Sound of Premium' turns noise pollution into an immersive soundscape at BASE Milano

During Fuorisalone, tire manufacturer Continental presents 'The Sound of Premium,' an immersive sound installation at BASE Milano designed by WOA Studio with strategic support from WPP Media's Entertainment unit. The installation transforms urban noise pollution into a three-part auditory journey—Chaos, Harmony, and Quiet—using seventeen audio-luminous elements that react to sound impulses. WOA Studio co-founders Davide Carioni (aka Asker) and Giuliana Pajola created the piece based on field research of urban sounds, particularly tire rolling noise, which they synthesized to progressively purify and harmonize the soundscape, culminating in a heartbeat representing quiet. The installation runs from April 20 to 26, 2026, with free access. Continental also highlights its technologies ContiSilent and Silent Pattern, which reduce tire-road noise, a major source of urban acoustic pollution as electric mobility makes rolling noise dominant.