Need for speed: Visualising the speed and sound of the Maserati Trofeo
Maserati Sensing Speed by FIELD

Need for speed: Visualising the speed and sound of the Maserati Trofeo

London – FIELD, a team of digital artists, have visualised the sensation of racing in a piece celebrating the Maserati Trofeo, the iconic annual racing event.

Article/16504 #1
Maserati Sensing Speed by FIELD

London – FIELD, an east London team of digital artists, have visualised the sensation of racing in a piece celebrating annual racing event, the Maserati Trofeo.

FIELD took data recorded by Sensing Speed, a customised technology that tracks the driver experience from previous races, bringing it to life in a unique way. The artwork overlays competing data that records speed, g-force, sound and the driver’s heartbeat as a series of visually stimulating graphics, reflected over the chassis of a Maserati Granturismo MC Stradale.

‘We wanted to look at sound as a phenomenon and give it a tangible form,’ Marcus Wendt, creative director at FIELD, tells LS:N Global. ‘Our aim was to capture the adrenaline rush that the drivers experience during the race.’

The result is a spectral light show that references scientific visualisations such as heat maps and flow diagrams, conveying the energy captured in the recordings. ‘The data is an intermediary that helps to convey this very physical and emotional sensation to the viewers,’ says Wendt. ‘We wanted the graphics to be very intricate, which reflects both the depth of information in the data set and Maserati as a brand.’

For more on how brands are creating sonic identities, read our Soundscapes macrotrend.

Discover More News
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
Wimbledon elevates fan engagement with AI-powered digital experiences

News

Wimbledon elevates fan engagement with AI-powered digital experiences

The All England Lawn Tennis Club and IBM have unveiled an AI-powered experience designed to deepen audience engagement and enhance match under...
Wimbledon : Sports : Entertainment
Stat: Gen Alpha lead the charge in back-to-school shopping

News

Stat: Gen Alpha lead the charge in back-to-school shopping

Children and teenagers are now the primary decision-makers in back-to-school shopping, according to a new global study by SuperAwesome.
Retail : Gen Alpha : Statistic
The Fashion Innovation Agency debuts 3D garment volumetric capture service

News

The Fashion Innovation Agency debuts 3D garment volumetric capture service

The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service ai...
Fashion : Technology : Virtual Fashion
Elemis brings beauty trackside with new Aston Martin F1 collection

News

Elemis brings beauty trackside with new Aston Martin F1 collection

Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership w...
Aston Martin : Elemis : Formula 1
Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

News

Stat: US cinema execs predict the end of traditional moviegoing within 20 years 

Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new...
Movies : Entertainment : Stat
 New clubhouse for women’s sports retail opens in London

News

New clubhouse for women’s sports retail opens in London

A new retail concept is putting women’s sport centre stage this summer.
Sports : Retail : Fashion
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Fashion : Sustainability
Stat: Nearly half of women feel misunderstood by brands

News

Stat: Nearly half of women feel misunderstood by brands

Despite driving an estimated £25 trillion ($31.8 trillion, €29.4 trillion) in global discretionary spending, nearly half of women worldwide say bra...
Branding & Advertising : Brands : Retail
Modem’s Dream Recorder turns sleep into spatial storytelling

News

Modem’s Dream Recorder turns sleep into spatial storytelling

Dutch design studio Modem has unveiled Dream Recorder, an AI-powered device that transforms spoken memories of dreams into cinematic video se...
Technology : Modem : Dreams
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN