Last night New York saw the launch of a new project by creative agency CNNCTD+ at the New Museum Store. The concept of, 'CNNCTD+100' was to showcase 'the multidisciplinary connections of contemporary culture', by selecting 100 of their creative heroes from various fields to participate in a unique audio project. Participants read like a who's who of cultural greats, from world-renowned artists such as Cindy Sherman to musicians such as Pharrell Williams, advertising guru George Lois and the owners of iconic destinations such as Katz's Deli and The Meatball Shop.

Each creative contributed a bitesize audio offering that can be accessed using a Playbutton, a wearable pin that doubles as an MP3 player. The contributions complete vary, depending on the participant who created it: 80s tastemaker Maripol sings, The Meatball Shop boys recite a recipe while Pharrell gives an intro to his new company I Am Other.

The New Museum Store has all 100 Playbuttons on display which allows visitors to experience all the audio snippets for themselves. On top of that, placed around the city are 'Sound Graffiti' posts which users can plug headphones into to listen select sounds. A post on Seventh Avenue, for example, is a tribute to fashion with over 30 voices from the industry talking about their love of the district.

The project is a great example of a project which engages with an audience on a local level and creates an interesting, innovative experience. Check it out here.