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.

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Full version vlog episode

Sound Architecture | Sound Design | Efterklang | Lexter

“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. Tweet

SOUNDBITES

#1 From advertising to Sound Architecture – the Entrepreneurial Journey of Margareta Andersson. 
#2 Lexter – the Early Pioneers in Shaping Sound Design and Sound Technology in Public Spaces in Sweden. (13:50)
#3 The Important Role of a Sound Architect. (22:06)
#4 How Modern Co-Working Spaces are being Designed to Maximum the Sound Experience to Increase Productivity. (29:51)
#5 How Sound Masking is Utilized to Minimize Private Conversations and Sensitive Information in Bank Offices. (44:07)
#6 How the Shopping Mall Mood Stockholm became  Europe’s largest Sound Design Concept with 22 Sound Zones and a 100 Unique Sound Productions. (50:22)
#7 “The Impossible Run” – the Life Changing Sound Project.  (1:02:53)
#8 Lexter – the Early Pioneers Developing the Digital Sound Design System TWANG. (1:11:46)
#9 Spot on Sound Design is Early Intertwined with the Visual and Acoustic. (1:16:42) 
#10 It is Time for Brands to Allocate a Budget for Creating a Holistic Sound Experience. (1:20:24)

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. Tweet

From advertising to Sound Architecture – the entrepreneurial journey of Margareta Andersson.  

Margareta Andersson: "When I was really young I was more passionate to drawing. My earliest memory wasn't music it was actually tone of voices".

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Lexter -the early pioneers in shaping sound design and sound technology in public spaces in Sweden.

Margareta Andersson: "The possibilities was in my head and I didn't know if the market were sharing my thoughts. So we started to do bits and pieces for some...

Read More

The important role of a Sound Architect.

Margareta Andersson: "If you're going gonna work with what I'm doing you need to be in control of peoples behavior in the environment itself".

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How modern co-working spaces are being designed to maximum the sound experience to increase productivity.

Margareta Andersson: "In open office spaces of co-working spaces I would recommend to build different sections depending on staff task and mood".

Read More

How sound masking is utilized to minimize private conversations and sensitive information in bank offices.

Margareta Andersson: "Information at bank offices are very sensitive, so we worked with sound showers to mask confidential conversations".

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How the shopping mall Mood Stockholm became the Europe’s largest sound design concepts with 22 sound zones and a 100 unique sound productions.

Margareta Andersson: "We had a really brave customer, because the whole idea of Mood Stockholm from the beginning was that they wanted to create something that wasn't existing".

Read More

“The Impossible run” – the life changing sound project.

Margareta Andersson: "We managed to do this sound event with directional speakers as navigation direction".

Read More

Lexter – the early pioneers developing the digital sound design system TWANG.

Margareta Andersson: "When we started there were no sound systems that fit the need, so we had to develop our own".

Read More

Spot on sound designs is early intertwined with the visual and acoustic.

Margareta Andersson: "We say that is not going to be very good in that position because the sound is going to bump, and you're going to have an acoustic...

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It is time for brands to allocate a budget for creating a holistic sound experience.

Margareta Andersson: "Create a budget that will take care of the sound environment. It doesn't have to be sound design, it could just takecare of like the acoustic part"

Read More