Immersive Sound Installation: "Not a Passenger" at KaDeWe Berlin






In the OMA-designed spaces of Berlin's renowned KaDeWe department store, a vibrant pink setup invites a contemplative pause. This unique analog sound installation, named "Not a Passenger," was conceived by YONT Studio in partnership with fashion label Namilia and Telekom Electronic Beats, marking the launch of a limited-edition fashion collection. Running from September 15 to 27, 2026, the project draws inspiration from Iggy Pop's 1977 track 'The Passenger,' transforming its original theme of detached observation into a powerful statement of active engagement.
Occupying a compact 35-square-meter area, this interactive exhibit encourages attendees to take control of their experience. They are invited to relax in reimagined car seats and delve into a selection of 140 hand-picked cassette tapes, creating their own personal soundscapes. Serdar Ayvaz and Coşan Karadeniz of YONT Studio articulate their vision: "We envisioned an installation that evokes a sense of exploration, where one can observe or pause, always choosing what to focus on visually and audibly next." They explain that "being a passenger implies navigating a city while constantly absorbing images, people, and sounds. Our installation centers visitors, providing a moment of tranquility or intimate interaction amidst the bustling department store atmosphere."
The "Not a Passenger" installation seamlessly merges the aesthetic sensibilities of Namilia, Telekom Electronic Beats, and YONT Studio, creating a spatial pop-up that intertwines music, subculture, and fashion. The exhibit also showcases an exclusive fashion line resulting from the collaboration between Namilia and Telekom Electronic Beats. To give this collection a tangible stage, YONT Studio has interpreted the essence of road trip nostalgia into a sculptural intervention that bridges techno-queer sensibility with sound culture. Utilizing their distinctive scenographic approach, which combines raw, imposing forms with custom stainless steel garment racks and repurposed leather car seats, the Berlin-based studio crafts an environment where visitors evolve from mere spectators to active participants.
The designers shared their creative process: "Namilia's techno-queer, edgy sensuality and Telekom Electronic Beats' role as an inclusive music platform were vital components for us. We translated elements from analog music and fashion into an architectural visual language; it's fragmented yet connected. The outcome feels both monumental and intimate, exploring the dynamic between humanity and machinery."
At the core of the installation is a radial arrangement focused on a circular metal platform featuring six repurposed car seats. Surrounding this central lounging area are four striking, monolithic structures made from styrofoam, coated with an epoxy resin, and finished in a vivid, high-gloss pink car paint. Each unit serves a distinct purpose within the confined space: two units house integrated cassette players and headphones, offering access to 140 curated tapes from artists like Madonna, Björk, Sade, and Kendrick Lamar; a third unit incorporates a full-length mirror, transforming the alcove into a private changing space; and the fourth functions as a product display shelf, featuring custom hooks shaped like Namilia's perfume bottle.
In a departure from the sleek digital interfaces and advanced technological systems common in contemporary retail, the installation intentionally exposes its technical infrastructure and embraces tactile interaction. Tapes must be physically chosen, inserted, and rewound, reintroducing a sense of physicality, texture, and deliberate patience to the act of listening. YONT Studio elaborates: "The analog elements imbue the installation with an active and slightly unpredictable character. We also intentionally left cables and technical components visible. Typically, retail design aims to conceal such infrastructure, but here, it becomes an integral part of the visual language. The cables lend the objects a nervous, almost organic quality, as if the installation possesses its own internal system."
Complementing the spatial intervention is an exclusive fashion capsule, co-created with British indie rock band Wet Leg, featuring three unique garments: a cap, a fitted top, and a T-shirt. Together, the physical collection and the environmental design explore themes of individual self-expression, shared identity, and the fluid interchange between fashion and sound culture. Telekom Electronic Beats' involvement highlights its ongoing commitment to fostering creative intersections among contemporary art, fashion, and electronic music. By introducing a tangible, unhurried soundscape into a fast-paced luxury retail setting, "Not a Passenger" ultimately provides a simultaneously nostalgic and forward-thinking disruption.
The studio concludes, "There's a powerful essence in a vision that doesn't always align with the existing context, but sometimes challenges or redefines it. So, when visitors depart, it should feel a bit like waking up, stepping back into the real world, and carrying with them a sense of road trip nostalgia."