Steinway & Sons launches ‘Spirio’

  • Steinway-spirio

Steinway & Sons pushes the boundaries of technology and great experience with 'Spirio.'

A new way to listen to music

?What If! partnered with Steinway to develop the brand strategy and go-to-market plan for Spirio, the first major new product launch from Steinway in 70 years.

What makes Spirio different is that it can play songs with an unprecedented level of accuracy and nuance.

-Wired Magazine, April 1, 2015

Listeners select from a growing catalog of performances, both from among today’s greatest living artists as well as some of the “immortals”—brought to life in this way for the very first time.

Technology meets sound

Spirio is a technological and experiential breakthrough: a masterpiece piano able to replay the performances of live artists in their identical form. Spirio’s acoustic playback defies the expectations of listening to recorded music while it pushes the boundaries of what live performance can mean.


Listeners select from a growing catalog of performances, both from among today’s greatest living artists as well as some of the “immortals”—brought to life in this way for the very first time.

Connecting to a new audience of listeners

Our challenge was to activate Spirio as a powerful new way to connect with the large number of music listeners and cultured achievers beyond Steinway’s traditional base. To get there, we dug deeply into what a great experience means for the cultured achievers we intend to engage. We identified what territory we should own, developed the name we should adopt, and imagined a set of inventive ways to introduce Spirio to the world and help our new audiences get to know us and fall in love.

We identified what territory we should own, developed the name we should adopt, and imagined a set of inventive ways to introduce Spirio to the world and help our new audiences get to know us and fall in love.

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