Klang Soundscapes by Radja Sound Design Agency

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DESIGN DETAILS
DESIGN NAME:
Klang

PRIMARY FUNCTION:
Soundscapes

INSPIRATION:
The shopping center MyTOWN wanted to distinguish itself from the crowd in KL, why we decided to offer a unique sound experience by using MyTOWN's Brand id - local at heart, with a Scandinavian touch. We let ourselves get inspired by words like simplicity, quality and renewal and worked with subtle Scandinavian harmonies, Malaysian instruments, a blend of nature sounds and the Scandinavian relation to silence. Last but not least we chose to use, one in this context perhaps somewhat unorthodox experience, namely sound design for computer games.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
When working with sound and music in a building you often play various pop songs to borrow legacy from different artists and genres. At MyTOWN we did the opposite when we decided to capture architecture, costumer journey and brand id in a new and artful way Soundscapes.
 Soundscapes is an audible landscape that consists of a variety of sounds that capture architecture, design, brand id and costumer journey in a delicate and artful way. A composition may contain both organic and electronic instruments, sounds from nature, voices, musical harmonies and different atmospheres.

OPERATION / FLOW / INTERACTION:
Our soundscapes at MyTOWN are made to last over time, enhance the brand, strengthen the holistic experience and give the environment that extra spark and glitter without clamoring for attention. In a computer game sound and music follows the visuals as a story - just as we follow the architecture and interior design. And sound in computer games is expected to fulfill certain purposes; precede action, draw attention, act as a leitmotif, creating mood, represent the time and place and signal reward and/or success. All these factors, we have taken into account when we built our world of sound for MyTOWN.

PROJECT DURATION AND LOCATION:
The project started in April 19, 2016 in Kuala Lumpur, Malaysia. All compositions were implemented in the building during spring 2017. The soundscapes are a permanent installation.

PRODUCTION / REALIZATION TECHNOLOGY:
Soundscapes, Music, Interior design, Customer experience, Scandinavian, Sound design, Audio branding

SPECIFICATIONS / TECHNICAL PROPERTIES:
We focused on the three areas Atrium 1 and 2, The Link and The Outdoor Canopy. We produced one unique Soundscape to each area. One Soundscape consists of 12 different 5 min compositions, 6 peaceful and 6 energetic. Finally we made two different mixes for each area:One long mix of 180 min with a blend of energy and peace. Two shorter soundscapes of 90 min each, one peaceful and one energetic.

TAGS:
Soundscapes, Music, Interior design, Customer experience, Scandinavian, Sound design, Audio branding

RESEARCH ABSTRACT:
We analysed what sort of soundscape that could give the best possible customer experience at MyTOWN, as well as audible touchpoints, brand manuals and the costumer journey methodology. We used Inventory and analyse of existing material, In-depth interviews, Online questionnaire, Workshop, Summary of reference group, Feedback of results to the project team The result was that sound was elevated to an important design tool to enhance the holistic experience. We also detected three strong needs: Create a distinct atmosphere, enrich the customers every day life, making the visit more valuable.

CHALLENGE:
The sound environment in Malaysian shopping malls is, without exaggeration, not treated very well. Sound as a design factor is completely unestablished. In a sound environment of high-intensity soundscapes can slower the tempo without losing energy and pulse. Existing sound, from shops, elevators, escalators, events, technology etc. Tell a story (of two worlds), where we used our experience in creating sound design for computer games was obvious when it came to conceive a linear story in our soundscapes.

ADDED DATE:
2016-09-13 12:30:59

TEAM MEMBERS (4) :
Martin Hallberg, creative director, Anna Kind, project manager, Izabell Martinsson, music supervisor and Kristian Rimshult, composer

IMAGE CREDITS:
Image #1: Photographer Lotta Gyllensten

PATENTS/COPYRIGHTS:
Copyrights belong to Boustead Ikano sdn bhd., 2016.

Visit the following page to learn more: http://www.radja.se
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CLIENT/STUDIO/BRAND DETAILS
NAME:
MyTOWN

PROFILE:
MyTOWN Shopping Centre, a joint venture project between Boustead and Ikano Retail Asia, is located within the Kuala Lumpur city centre. The five level building and the park around it extends over an area of 18 acres. MyTOWN has the potential to reach more than five million customers within a 30-minute drive.

NOMINATION DETAILS

Klang Soundscapes by Radja Sound Design Agency is a Nominee in Music, Audio and Sound Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Klang Soundscapes by Radja Sound Design Agency is Winner in Music, Audio and Sound Design Category, 2016 - 2017.

· Read the interview with designer Radja Sound Design Agency for design Klang here.

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