Founded in Zürich, Switzerland,
by Igor Radojević, Vesna Jelovac and Jovan Jelovac, designed by sound.
The Most Intelligible Sound of the 21st Century
Sustainable, Handcrafted Swiss Quality
Handmade technology products are becoming rarer by the day. Audiophile products in large series are increasingly all the same, with serious compromises in quality.
Hidden Sound has invested all its time and energy to combine the seemingly impossible: To enable a part of the process to allow for high-tech, perfect industrial series products, which then are painstakingly finalised and fine-tuned in an old fashioned, hand-crafted methodology. Like a precious violin.
A Decade of Excellence
Based on a decade of experience in sound systems research and development, HIDDEN SOUND combines phenomenal high-fidelity performance with complete multi-channel versatility.
Brand New World AG owns active and pending copyright, industrial designs trade marks, service marks, trade names, trade secret rights, technical information and know-how (and the equivalents of each of the foregoing under the laws of any jurisdiction) in relation to HIDDEN SOUND systems in Switzerland and worldwide.
HIDDEN creates sound the way Nikola Tesla described it best: “If you wish to understand the universe, think of energy, frequency and vibration.”
2011 - Science
Working for years on scientific papers on DML, presented in 2011 at the ETRAN conference in Belgrade, Serbia, Igor Radojević starts implementing DML solutions in Serbia and Montenegro, adding the latest global digital development to his own inventor’s equation in form of DSP.
2018 - Invisible Speakers
In next 7 years until 2018, Igor successfully performs hundreds of commercial B2B installations. He develops the ARX -invisible DML loudspeakers for system integrators – to be built into dry- wall or – ceiling constructions, using other producers’ subwoofers and amplifiers for the system.
2019 - Brand New World
Discovering its potential for home audio, the Swiss design company Brand New World AG invests into the development, design and production of its first consumer products in 2019. All design, sales and communication concepts are developed and designed by BNW’s creative team in Zürich, Switzerland.
2022- Visible Speakers
After 3 years of development, in 2022 first two consumer products - HIDDEN ECO and HIDDEN EVO - get developed to market readiness as holistic sound system, followed by the Swiss IP registration and the global launch at the FuoriSalone in Milan in June 2022.