Zen & Sound : Beyond Business
INTERVIEW WITH OLE SIIG, FOUNDER & LEAD DESIGNER OF TREBLE CLEF AUDIO
The Evolution of Treble Clef Audio
in partnership with AECŌR
The journey of Treble Clef Audio has been one of sound, design, and transformation. At the heart of this evolution is Ole Siig, the visionary Founder & lead designer, whose collaboration with AECŌR, has brought about remarkable movements. This story dives into the essence of the partnership, highlighting the unique synergy with AECŌR that has helped drive TCA’s growth, and shining a light onto the fruitful relation that has been built with TCA’s Founder Ole Siig.
The Beginning : A Visionary Partnership
When Ole Siig first envisioned Treble Clef Audio, he imagined a blend of exquisite craftsmanship, cutting-edge technology, and a profound connection to sound. His path first crossed with Hannah back in 2022, with a starting point into business being creativity in styling spaces and a holistic approach to public relations. Introduced by a friend in the industry, to provide the perfect complement to his vision, the collaboration began with the first photoshoot of the Signature TCA-M Loudspeaker, setting the stage for a partnership grounded in aligned values & understanding.
Transforming Spaces : Showcasing TCA
Over the years, TCA’s physical brand experience has had a dusting of ‘Hannah Magic’, through a highly sensitive approach to sound & space. First brought into reality in 2023, when Treble Clef Audio launched in Copenhagen & put on a showcase during 3daysofdesign, designed by Hannah, inspired by Japanese Zen Gardens. Transforming what would have otherwise been a traditional exhibition, into a tranquil meditative haven. Moreover the visceral experience, this unorthodox environment allowed visitors to experience the TCA-M Loudspeakers in an acoustically challenging room, highlighting the authentic standard of TCA sound.
NYCxDESIGN : Launching Treble Clef Audio in North America
In May 2024, TCA took to new heights, in New York City. An unforgettable experience during the NYCxDESIGN. The showcase took place in an intentionally designed ‘Artists Loft’ in the bustling SoHo area, echoing the Danish craftsmanship and design traditions that are the hallmark of the TCA brand. Meticulously styled with furniture pieces by Danish brand Carl Hansen & Søn, and a thrillingly packed programme of live events, including a series of ‘Creative Consciousness’ Meditation and Sound Healing sessions, seamlessly integrating the TCA-M Loudspeakers into a lived experience, with the essence of AECŌR : holding a space where guests could feel the profound impact of the TCA sound frequencies.
A Personal Partnership
Interview with Ole Siig
Although many milestones for both AECŌR & Treble Clef Audio has been reached, the partnership with Ole extends beyond business. It has been a holistic journey of personal & professional growth, as well as leadership development. Through a wide span of personal guidance & support beyond business matters, together we have navigated the complexities of bringing a very unique design business into the world, whilst maintaining a connection to self. This collaborative approach has fostered a work-life balance that embraces both personal and business growth, and has in return elevated the fruitfulness of the partnership.
To capture the depth of this collaboration, we asked Ole to share his thoughts and experiences:
Can you describe the initial vision you had for Treble Clef Audio and how Hannah helped bring it to life?
Hannah came highly recommended from another early collaborator at a time when I had only just decided to take my passion project to the commercial startup that became Treble Clef Audio®. At that time my vision was, and it remains, one grounded in our Sound by design® philosophy, where science, design and engineering is applied in the service of authentic HIFI experiences respecting the art and talent of musicians.
The visual concept for our first photoshoot to build that brand identity and website supporting our first initial soft launch was conceived and executed in a manner that made me understand how deeply Hannah had absorbed and translated my vision into practical reality.
How has your collaboration with Hannah influenced the direction of Treble Clef Audio?
Based on my vision for the brand, the direction has gone only the right way under Hannah’s influence — in fact, having Hannah as part of the team has been invaluable!
What was your first impression of Hannah? How have those impressions evolved over the years?
Hannah has a calming and confident presence in any situation that may present itself. She remains outwardly unfazed and seek solutions. I have seen that grow and manifest in achieving goals with quiet determination and a straightforward approach, also when others in a professional capacity with experience have seen an impossible challenge. A great example of this, was the creation of our exhibition space in NYC, featuring the Carl Hansen & Søn furniture pieces; a key collaboration for our North American Launch.
What were your first thoughts about AECŌR?
I have heard about and watched AECŌR emerge from an idea based in Hannah’s mind, to a reality born from a passion and talent for creating spaces that invites mindfulness and focus. The idea behind AECŌR has been evident through the scenography of our launch events and the intersection around sound. I think AECŌR is well conceived in a time where increasingly people may feel too busy to think and see clearly how to be the best version of themselves.
How did Hannah’s approach to design and space impact the showcase exhibitions for 3daysofdesign and NYCxDESIGN?
Our exhibition spaces have been characterised by being obviously inviting, drawing people in from the street, curious about sound soon deciding to relax and spend their valuable time to explore and absorb our purpose and uniqueness. I think of our showcases as integrated experiences, centred on sound and involving meaningful collaborations with well-known design brands : leaving our visitors with memorable impressions.
Can you share a memorable moment or milestone from your partnership with Hannah?
Our recent North American launch during the NYCxDESIGN festival was an ambitious production : with events on each of the eight day long festival. Everything from concept development & planning our programme, to establishing location and key collaborations, catering, invitations, PR and much more was on Hannah’s to-do list weeks before and during the festival. To have accomplished a very successful launch in New York City with our ambitious programme and a very small team, simply could not have created so many memorable moments was it not for the partnership with Hannah!
How do you feel the integration of meditation and sound healing during the NYCxDESIGN exhibition, has impacted the perception of the TCA brand?
The sound healing sessions had an obvious and natural connection to Treble Clef Audio® and our goal of reproducing sound perceived as authentic, naturally reaching into to our human highly developed hearing and subconscious processing of our surroundings, that influences mood. Those sessions were an integral part of creating sensory experiences that made visitors associate our brand with pleasurable memories and an elevated sense of serenity.
In what ways has the partnership with Hannah & AECŌR influenced your personal growth and leadership style?
As an international leader having worked across several countries and cultures at both small startups and in senior-level positions at a large corporation, I have always valued a team with diverse and complementary talents and background. Working with Hannah, there has been shared vision and goals from the beginning, with trust and reliance for work and responsibility. Hannah’s outwardly calm and collected manner and oversight along with a mind for detail is a bonus for a busy organisation, and CEO. I have it found inspiring working with Hannah and she has made me more mindful of pacing my approach, taking a step back and evaluating a balance that still achieves the necessary, whilst dismissing the more obsessive and likely less consequential for the overall goal.
How do you see the future of Treble Clef Audio evolving?
Engaging Hannah as a sounding board each time we take new bigger or smaller, but strategically important steps with a clear vision behind them will be a useful test of concept. Is our approach meaningful, impactful and consistent with our definition of the brand’s ‘Authentic’ Standard? More importantly, are we communicating the messages we want our audience to appreciate in the way we really think and feel about them? There is an important translation step from inner thoughts and feelings to clear communication transmitting that same sense behind physical showcase events & integrated experiences.
What are some key benefits from a Personal Partnership with Hannah?
Remaining grounded as a brand grows, staying true to your vision and being humble about successes — something any business leader would likely agree to, but find hard to consistently implement when faced with inevitable and distracting challenges. Hannah’s vision for business & balance, offers grounding and tools to keep growing at both a personal and business level to thrive.
Testimonial
“From the moment you first meet Hannah, she transmits a presence and confident calmness. Taking the step to then work with Hannah consistently confirms that first impression and depth behind her abilities. For Treble Clef Audio®, Hannah’s mindful guidance and her creation of welcoming spaces has been instrumental for a significantly increased brand awareness from our initial soft launch in February 2023, through our main launch events in Copenhagen, June 2023 and the NYCxDESIGN North American Launch in May 2024, all curated by Hannah.”
— Ole Siig, Founder & Lead Designer of Treble Clef Audio