11. Sound Architecture: Designing the right sound, in the right place, to the right person in public environments. In conversation with Margareta Andersson, Sound Architect and Section Manager at Efterklang.

11. Sound Architecture: Designing the right sound, in the right place, to the right person in public environments. In conversation with Margareta Andersson, Sound Architect and Section Manager at Efterklang.

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Episode 11: In conversation with Margareta Andersson, Sound Architect and Section Manager at Efterklang.

Sound Architecture:

Designing the right sound, in the right place, to the right person in public environments.

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My guest today is my new friend Margareta Andersson, a passionate woman that thrives on challenges, creativity and positivity.

Just like me, she has a true entrepreneurial spirit and loves everything with sound. It was her passion for sound that landed her in the Sound Architecture industry. In 1996, Margareta started the sound production company Pretty Production producing sound within the fields of advertisement, corporate films, and sound branding. In 2009 the production company became an integrated brand in the multi-award-winning agency Lexter Sound Design, also started by Margareta. The agency has since November 2020 been acquired by Efterklang part of Afry.

Lexter was established around the challenges of working with sound and scent design in the public environment. Now, more than a decade later, she and her team have successfully been working with sound concepts and has made installations for everything from shopping malls to banks and offices. Lexter has also created software such as Lexter Sound System Twang.

Margareta has an Advertising Communication degree from Berghs School of Communication. On top of that she has also studied behavioral and positive psychology and has a coach certification from Akademi Coachstjärnan Where she has coached people within the field of business, entrepreneurship and leadership.

Margareta is now the Section Manager at Efterklang, a Scandinavian company with dedicated experts in engineering, architectural, music and academia. In this episode, Margareta and I are going to discuss the ins and outs of Sound architecture.

“When you paint a room with the right sound, and it becomes like a magical Harry Potter experience.” – Margareta Andersson, Sound Architect and Section Manager at Efterklang.

Full version vlog episode

Sound Architecture | Sound Design | Efterklang | Lexter

Soundbite #1 (00:01)
From advertising to Sound Architecture – the entrepreneurial journey of Margareta Andersson.

Soundbite #2 (13:50)
Lexter – the early pioneers in shaping sound design and sound technology in public spaces in Sweden. 

Soundbite #3 (22:06)
The important role of a Sound Architect.

Soundbite #4 (29:51)
How modern co-working spaces are being designed to maximum the sound experience to increase productivity.

Soundbite #5 (44:07)
How sound masking is utilized to minimize private conversations and sensitive information in bank offices. 

Soundbite #6  (50:22)
How the shopping mall Mood Stockholm became the Europe's largest sound design concept with 22 sound zones and a 100 unique sound productions.

Soundbite #7 (1:02:53)
“The impossible run” – the life changing sound project.  

Soundbite #8 (1:11:46:)
Lexter – the early pioneers developing the digital sound design system TWANG.

Soundbite #9 (1:16:42)
Spot on sound design is early intertwined with the visual and acoustic.

Soundbite #10 (1:20:24)
It is time for brands to allocate a budget for creating a holistic sound experience.

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The Impossible run

The Impossible Run was made to prove the absolute accuracy of hyper directional sound technology. Through a laser sharp sound tunnel, we enabled visually impaired Oscar to run unassisted for the very first time, guided only by sound.

“A good sound design follows the brand.” – Margareta Andersson, Sound Architect and Section Manager at Efterklang.

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