In the world of experiential design, activations often focus on bold colors, Instagramable photo sets, and striking graphic design elements when creating experiential spaces. Depending on the project, the visual aspect of the activation has long been the first and sometimes only storytelling device used in creating “immersive experiences.” Close attention is paid to small details like décor items, furniture, wall art, and product placement.
But recently, there has been a rise in live brand activations and experiences that focus on and are directed by the sounds of a space. From 3D spatial audio to real time acoustic rendering, creators can use various audio tools to add layers of immersion to a physical space. Crafting a spatialized audio environment that allows sounds to move with the listener, brands can play with often limited activation spaces to bring certain elements to attention, highlight different areas of a space, and bring the activation to life in a deeper and more visceral way.
The Chromasonic field, a 10,000 foot immersive wellness space in LA’s Arts district transforms light into sound and sound into light in real time. Using proprietary referequencing technology the space, “invites guests to move through a constellation of 21 sensory nodes, each pulsing with spatialized audio and scrims of colored light. The result? A dreamlike blend of art, neuroscience, and next gen tech designed to promote a deep presence and emotional clarity.”
Punchdrunk, an experiential agency created a new sound-driven production called “viola’s room” Where guests “enter barefoot and alone, following a rope through a dim labyrinth. Meanwhile, a hypnotic narration byHelena Bonham Carter leads them through a dreamlike tale. The entire experience hinges on 360-degree binaural sound — whispers behind you, footsteps in front and a voice that feels like it’s inside your head.
Not every activation’s audio needs to be this complex, expensive, or trauma inducing. But many activation spaces could benefit from subtle audio additions where necessary, especially if it helps deepen the experience for consumers and make them feel even more present in the environment. Thinking about how a space sounds can quickly and effectively add depth and subconscious movement throughout a space. Ambient noises, subtle sound effects, or even background room tones can have persuasive psychological effects, especially if there’s a narrative element to your activation. Consumers will be drawn to a space by its visual appeal, but often overlooked elements like sound design have the ability to elevate a space and make them stay.