Iguatemi, one of Brazil’s largest shopping malls, is always looking for ways to strengthen its brand, with sophistication being a very strong pillar of its identity.
How to add a sound layer to an already noisy environment and make it even more sophisticated and connected to its own identity?
In our Listening stage, we tried to understand how the sound impacted the journey of all the different people that went to the mall, realizing that simply adding a musical layer would not bring the expected results. So we created a detailed guide of sound operation inside the mall. Only after the noise control, we were able to start creating musical moods, which behaved in a flexible way. We also developed an exclusive software that adjusts the sound layers of the content played depending on the decibel level in each moment. Sophistication is also connected to sound comfort.
ABA 2013 MOSCOW