Gallerian Sound Design
BETTER SOUND 2019 | Categories: 3.1 Soundscapes and Ambient Sound, 4.1 Audio Marketing
Gallerian is an iconic shopping mall in the heart of Stockholm. Lexter created an inspiring and pleasant sound design concept that enhances visual expressions and brand characteristics. Uniquely produced sound elements and melodies are incorporated in all sound productions, with adjusted intensities, to create recognition and a coherent flow.
Gallerian is an iconic shopping destination in the heart of Stockholm. With more than 26 000 m2 it is the largest shopping mall in the city center. During a recent renewal process Gallerian was given new visual characteristics inspired by the city and the outdoors, with squares, alleys and greenery inside the shopping mall. There was also a vision to implement sound design as a living and significant part of the brand and customer experience.
Lexter created an inspiring, pleasant and brand building sound design concept that enhances the new design expressions and visual features. The sound design reflects the brand values of Gallerian: Involving, Independent and Full of contrasts integrated with the outdoor feel.
Based on the brand values and characteristics an audio branding platform was developed and special sound elements and melodies were produced. The sound elements and melodies are incorporated into all playlists and sound productions to keep a coherent flow and create brand recognition. The audio content is adjusted in intensity and tempo depending on the location and time of day, an important function for the well-being of both customers and staff.
As a part of Lexters sound architectural process a pre study was conducted in the physical environment to get at in-depth understanding of the acoustic conditions and customer flow.
The speakers are carefully selected and placed to create an even and harmonic soundscape throughout the eleven audio zones. This includes for example the extensive general areas, six sound designed entrances, the grand outdoor ceiling by the main entrance and a several meters tall vertical garden.
Drop shaped speakers are wired in high glass ceilings in the general areas, emitting an ambient and flowing sound production that is elegantly extended and mixed with already existing sounds. A stimulating and welcoming sound production with more intensity and contrasts creates a living and eventful atmosphere by the entrances.
For a minor interference with the visual expressions a great number of speakers have been custom painted and built in to ceilings. The sound design also helps to disguise and reduce unwanted sounds and noise that already exists in the environment.
The sound design plays an important part in seasonal changes and as an extension of campaigns. In Christmas 2018 the nine meters tall walk-in Christmas tree was enhanced with a dreamy and glittery sound production that was synchronized with light design and the snow fall inside the tree. During spring 2019 the signature sound element was sung by the typical spring bird Blackbird.
After the renewal process, including the implementation of sound, Gallerians own statistics show that the cumulated number of visitors during the period of January – April 2019 increased with 20% compared to the same period in 2018. Customers, staff and industry colleagues have only expressed positive comments and feedback on the sound design at Gallerian.