In the accompanying campaign Lil Durk is taken through altered and transient perspectives …
Beats and A-COLD-WALL* presented by Samuel Ross introduce the Beats Studio3 Wireless in ACW* Concrete. Featuring a utilitarian slate-and-chalk colour palette with a grid pattern, a black stripe runs down each side of the headphone, and the ACW* logo is printed on the sidearms, inner arm and on the headphone case. The packaging for the headphone incorporates a similar colour palette and is constructed from recycled wood fibre that is either recycled or sourced from responsibly managed forests.
Through A-COLD-WALL*, founder Samuel Ross has always articulated the neutral textures of the environment he grew up in: brown pebble-brick walls, grey roughcast, off-creams — colours that were meant to be blend in and ignored, but take on another life through material innovation and elevated design. These same influences are brought into this collaboration, with compressed stone and industrial architecture being key insights behind the design.
“The focus of our Beats A-COLD-WALL* collaboration was to convey a universal material language that is both sensitive and recognisable to all, ensuring a minimalistic sensibility carried through the process.I wanted to produce a product language suitable for everyday use. Precision and specificity became unspoken rules throughout the process, from product to packaging. New printmaking techniques were developed with Beats to offer a two-tone patina composed of slate greys and washed chalks. The semblance of both, offer a textured hand-touch that reflects the sensation of the hand engaging with raw minerals and manufactured materials – the sensory experience had to exist across physical touch alongside acoustic.Building a literal link between environment, inspiration, material and function enabled us to project shared, hyper local, hyper global influences as a keystone for a universal community. By this I mean through the cinematography, the shifting of environments and location – the catalyst of music playing a major role in transporting a listener, or transforming a physical environment.” – Samuel Ross
Focusing on rapper/singer Lil Durk and his evolving relationship with his hometown of Chicago, the ephemeral campaign accompanying this release showcases the impact that our environments have on us, as well as music’s ability to expand our perspective beyond where we live. Shot by Cam Kirk with featured composition by Kelvin Krash. Watch it here.
Beats Studio3 Wireless – A-COLD-WALL* Limited Edition ($350 USD / $400 CAD / £300 ) will be first available at A-COLD-WALL* on 10/15. It will become widely available 10/18 at Apple.com, SSENSE, Saks Fifth Avenue, NOTRE, NTWRK, END Clothing and Selfridges.
Available at A-COLD-WALL* on October 15th and via Apple.com and special retailers on October 18th