During this year's Milan design week, tyre manufacturer Continental presents an immersive listening experience, exploring the theme of urban noise pollution.

The installation seeks to take visitors on a sensory journey passing through three stages: chaos, harmony and silence.

The soundscape explores how the noise of a city can progressively transform into balance, exploring how architecture and design innovation can develop quiet spaces in urban settings.

The concept is created by Milan-based studio WOA, with strategic support from WPP Media's Entertainment unit, and takes shape in Continental technologies, such as ContiSilent and Silent Pattern.

The sound of premium takes place from 20 to 26 April 2026 at Base Milan, Via Ambrogio Bergognone da Fossano 34, 20144 Milan, Italy.