# Musical Glassware Concerts Suntory Hall Hosts a 'Glassical Concert' with Unusual Instruments By Laura McQuarrie | Published 2015-06-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/suntory-hall References: [adsoftheworld](http://adsoftheworld.com/media/ambient/the_suntory_hall_the_glassical_instrument_for_the_glassical_concert) & [suntory.co.jp](http://www.suntory.co.jp/suntoryhall/) [Suntory Hall](https://www.trendhunter.com/trends/unusual-your-usual-campaign) is often filled with sounds made by classical instruments, but Suntory challenged itself to create a brand new 'Glassical Instrument.' Using a drinking glass, liquid and a music note-shaped ice cube, the beverage brand created a whole new way to create [a symphony of sounds](https://www.trendhunter.com/trends/kawai-pianos). With help from a legendary composer, a new musical composition was created to change the perspective of classical music. As well as introducing the 'Glassical Concert' in the form of a video, an annual event at Suntory Hall made it possible for people to create their own sounds just by holding a glass in their hands. Although sight, smell and taste are inherent to the experience of consuming a beverage, Suntory is just one brand that is making the most of [multisensory marketing](https://www.trendhunter.com/trends/immersive-tasting-experience) to engage consumers in an immersive experience. ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 3% | Activity: 14% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Multisensory Marketing:** Brands are utilizing multiple senses to engage consumers in immersive experiences, such as Suntory's 'Glassical Concert'. - **Innovative Musical Instruments:** The creation of unique instruments like the 'Glassical Instrument' presents opportunities for disruptive innovation in the music industry. - **Alternative Concert Experiences:** Events like the 'Glassical Concert' offer a different perspective on live music, paving the way for new and unique concert experiences. ### Who This Affects Most - **Beverage:** Beverage brands, like Suntory, can explore multisensory marketing techniques to enhance consumer engagement. - **Music:** The music industry can embrace the creation of innovative instruments to revolutionize classical music performances. - **Event Management:** Event organizers can consider alternative concert experiences, such as glassware concerts, to attract and engage audiences in new ways. ## Related on Trend Hunter - [Perfect Sound-Producing Drinkware](https://www.trendhunter.com/trends/perfect-cheers.md) - [Multisensory Chocolate Bars](https://www.trendhunter.com/trends/fortnum-mason-and-otherway.md) - [Libation-Cooling Glasses](https://www.trendhunter.com/trends/diamas.md) - [Musical Wine Labels](https://www.trendhunter.com/trends/interactive-wine-labels.md) - [Musically Inspired Cocktail Menus](https://www.trendhunter.com/trends/musically-inspired-cocktail-menu.md) - [Multi-Sensory Cocktail Bars](https://www.trendhunter.com/trends/bellboy-bar-berlin.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Multi-Sensory Dining Experiences](https://www.trendhunter.com/trends/johnnie-walker-blue-table.md) - [Izakaya-Style Whisky Events](https://www.trendhunter.com/trends/silence-please.md)