Speakers: Anna Kind, Martin Hallberg
Client: Steen & Ström / Emporia
Agency: Radja AB – Sweden


Abstract (Description of the project by Radja)

Emporia is one of Europe’s most spectacular shopping centres and the building (with an area of 93,000 square meters) accommodates 200 stores, restaurants and cafés, a rooftop park, several family rooms and plenty of lounge areas. The mall is located in Malmö close to the Øresund bridge which making it appealing for customers from both Denmark and Sweden. Since the opening on October 25 2012 Emporia has been described as Scandinavia’s premier shopping centre with an architecture that is unprecedented both in Sweden and Europe.

Emporia believes strongly in the brand’s importance and wanted to create an extraordinary experience for their visitors. They wanted to be more than just another shopping centre in the crowd, and with an out-standing architecture, they had a good foundation for it. To get Emporia to really pop we started our cooperation to create a unique place that stimulates all the senses: that is surprising, entertaining, relaxing and playful at the same time. Radja developed a complete sound strategy on how Emporia communicates audibly.

We produced unique sound logos, soundscapes and composed music for several public areas; including 6 squares different in both appearance and profile, family lounges, kids corners, WCs and the parking areas. In addition, we developed a client radio concept that makes it super easy for Emporia to get closer to their visitors, which was one of our main goals with the project. Emporia’s service ambition is something extraordinary. Emporia’s core values all aim to make Emporia a sensory experience available to everyone. To use sound to enhance the experience is something that is in line with the service concept, which also reflects the mall’s belief in the importance of a strong brand image.

Together we have created a unique experience that allows visitors to travel up from the ocean floor into a rippling ocean surface, then on to a floral oasis, soaring past a jazzy space orchestra and land in peace and quiet in a retro-inspired automotive landscape. Just to mention some of it.

Short Info and View of Emporia (Video)

Time period of realization

September 2011 – August 2012