Hidden Sound - Designed by Sound™

After five years of development, the paradigm shifting HIDDEN SOUND range, produced by Brand New World in Zürich, is launched at this year’s Fuorisalone in Milano. HIDDEN recognised the need for a digital sound system that could deliver unsurpassed performance combined with minimal visual intrusion, based on the innovative DML technology. HIDDEN’s mission is to make Swiss audiophile sound of tomorrow affordable to everyone today, by means of revolutionary technology and design.

Reinventing HiFi Sound

HIDDEN’s mission is to make audiophile sound of tomorrow affordable to anyone today, by means of revolutionary technology and design.

HIDDEN’s aesthetic signature arose out of collaboration with Brand New World, creating a distinctive look that integrates cutting edge sonic properties with minimal modernist forms.

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 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 combines phenomenal high-fidelity performance with complete multi-channel versatility.

All products are researched and developed by HIDDEN’s own sound lab engineers and hand built by HIDDEN’s top master technicians in Belgrade, Serbia. All concepts are designed by our own creative team in Zurich, Switzerland.

Founded in Zürich, Switzerland, by Igor Radojevic, Vesna Jelovac and Jovan Jelovac, designed by sound.


HIDDEN began in 2010 when Igor Radojevic, an accomplished jazz musician and sound system integrator from Belgrade, turned passionate audio researcher, recognized the need for speakers that could deliver unsurpassed performance combined with minimal visual intrusion based on the innovative DML technology.


Since foundation HIDDEN successfully designed and installed holistic audio systems in over 100 commercial spaces with its own team of sound engineers, offering customers a revolutionary proposition on the market: a lifelong guarantee combined with amazing sound quality and intelligibility, made possible by Igor Radojevic’s ingenious DML technology engineering innovations.

Paradigm Shift

In 2019 Brand New World from Zürich became a partner in the business, resulting in a new proposition for HIDDEN, which unequivocally brings the brand to a digital future, to new markets and new lifestyle audiences, without compromising the founder’s original mission. 


HIDDEN plans to become one of the most recognised manufacturers in the digital audiophile speaker category in Europe, headquartered in Zürich, Switzerland, with main research and production facilities in Belgrade, Serbia, looking forward to develop new worldwide partnerships and a new consumer audience with its new HIDDEN EVO and ECO sound systems.

HIDDEN EVO and ECO mark the birth of the first sound system to bring the innovative DML Sound Technology to life with an iconic product designed for the new, global digital lifestyle.

All products are designed in Switzerland and made in Serbia, ensuring the best of both worlds for its consumer: a unique combination of high-tech R&D with high-quality, handcrafted craftsmanship - at an affordable price.

Hidden Sound Shop, Zürich, Switzerland

Visit us in Kreis 4 next to river Sihl, to sample some amazing sound system, design, art and soundscapes, and check out where we come up with new designs and communication for HIDDEN.

Hidden Sound GmbH, Schöntalstrasse 20, 8004 Zürich.

Hidden Sound, Belgrade, Serbia

Check out where it all started in the groovy creative neighbourhood of Dorcol, and if you’re lucky HIDDEN’s amazing R&D team will play some cool jazz and funk for your personal sound experience in our studio. 

Hidden Sound doo Beograd, Rige od Fere 22, 11000 Beograd.

Studio Appétit

Exhibitions Studio Appétit

Ilan Garibi

Exhibitions Ilan Garibi

Studio Drift

Exhibitions Studio Drift