KEF, the visionary British audio innovator, has today announced the launch of Re-Absorbed, an exhibition that melds acoustic innovation with digital artistry. Set within the new KEF Music Gallery London from 20-23 August 2024, this immersive experience invites sound aficionados and art enthusiasts to embark on a transformative journey through the realms of audio and visual creativity.
Re-Absorbed represents the next stage of KEF’s “Journey Through Sound” project, an initiative born from the brand’s enduring commitment to empowering creators and enabling extraordinary experiences. In partnership with design collective Parameta, KEF presents the second instalment of its inaugural Absorbed series: a collaborative work of code-based art, designed to constantly evolve with each and every iteration created with emerging artists and musicians.
The Absorbed collection’s concept stems from KEF’s groundbreaking Metamaterial Absorption Technology (MAT™), which began as an elegant solution to an engineering challenge in speaker design. The innovative and iterative process in creating MAT™, a two-year collaboration between KEF and Acoustic Metamaterials Group (AMG), resulted in a revolutionary approach to eliminating unwanted sound within speakers. This technological breakthrough not only enhanced KEF’s product line but also sparked a creative revelation. The intricate, maze-like structure of MAT™, generated through algorithmic iterations over time for new product innovations, inspired KEF to explore the artistic potential of sound absorption. This exploration led to the concept of Re-Absorbed, which brings together the power of technology, community, and creativity to transform the way we experience sound. Re-Absorbed unites a diverse creative community—artists, musicians, engineers, designers, and music lovers—in a collaborative exploration of audio absorption as an art form.
Grace Lo, president and head of global marketing at KEF, elaborated on the vision: “For decades, KEF has been at the vanguard of acoustic innovation. We recognise that immersive sound experiences unfold beyond conventional audio boundaries. At KEF, we are committed to sharing the magic of great sound with a wider audience through our brand experiences.”
Echoing Lo’s vision, Villie Tsang, VP of growth, global marketing: “With Re-Absorbed, we’re transcending traditional boundaries, crafting a space where technology and artistry intertwine. This is our invitation to the community to experience sound as a living, breathing art form.
“This exhibition is a celebration of the artistic spirit that flows through every KEF innovation,” Tsang added. “From the intricate labyrinths of MAT™ to the evolving digital tapestries of Absorbed, and now the immersive soundscapes of Re-Absorbed, we’re inviting our community to explore the artistry inherent in exceptional audio.”
Dr. Jack Oclee-Brown, VP of technology at KEF, offered insight into the technical innovation behind the exhibition: “Re-Absorbed is a testament to the artistry inherent in audio engineering. It showcases how our Metamaterial Absorption Technology (MAT™) not only enhances sound quality but also inspires creative expression. This exhibition beautifully illustrates the harmonious relationship between cutting-edge acoustics and digital art.”
The exhibition will be open for drop in 20-23 August, offering the public a chance to experience a curated journey through different facets of the audio-visual experience, each area thoughtfully designed to showcase the seamless blend of technology and art, offering a unique window into the convergence of sound and art, and celebrate discovering artistry through technology.
