Revolutionizing Shopping Experiences with Soundscapes

MyTOWN Shopping Center's Unique Sonic Journey

The project was inspired by MyTOWN's brand identity - local at heart, with a Scandinavian touch. The team drew inspiration from simplicity, quality, and renewal, and incorporated elements of Scandinavian harmonies, Malaysian instruments, nature sounds, and the Scandinavian relation to silence. An unorthodox element of sound design for computer games was also incorporated, adding a unique twist to the project.

Unlike conventional approaches that play various pop songs, the team decided to capture the architecture, customer journey, and brand identity in a new and artful way through Soundscapes. These are audible landscapes that consist of a variety of sounds, capturing architecture, design, brand identity, and customer journey in a delicate and artful way. The compositions may contain both organic and electronic instruments, sounds from nature, voices, musical harmonies, and different atmospheres.

The project focused on three areas of the shopping center: Atrium 1 and 2, The Link, and The Outdoor Canopy. Each area was given a unique Soundscape consisting of 12 different 5-minute compositions, 6 peaceful and 6 energetic. The team also created two different mixes for each area: one long mix of 180 minutes with a blend of energy and peace, and two shorter soundscapes of 90 minutes each, one peaceful and one energetic.

The soundscapes at MyTOWN are designed to last over time, enhance the brand, strengthen the holistic experience, and give the environment an extra spark and glitter without clamoring for attention. The team took into account factors such as preceding action, drawing attention, acting as a leitmotif, creating mood, representing time and place, and signaling reward and/or success, which are commonly used in sound design for computer games.

The project started in April 2016 and all compositions were implemented in the building during spring 2017. The soundscapes are a permanent installation. The project faced challenges such as the high-intensity sound environment in Malaysian shopping malls, existing sound from shops, elevators, escalators, events, technology, etc., and the need to tell a story through sound. Despite these challenges, the team was able to create a distinct atmosphere, enrich the customers' everyday life, and make the visit more valuable.

In conclusion, the Soundscapes project at MyTOWN Shopping Center has revolutionized the shopping experience by using sound as a design tool to enhance the holistic experience. This innovative approach has not only distinguished MyTOWN from other shopping centers but has also earned it a Silver A' Design Award in 2017.