How Sound Is Shaping Immersive Experiences
How Sound Is Shaping Immersive Experiences
If you regularly follow SAM, then you know the effect sound has on our emotions and memory – watch The Science of Sound for a quick refresher. But what happens when you go beyond traditional mediums and introduce audio into real-world, immersive experiences? Attractions such as theme parks, museums, sports venues, and brand activations are dialing up visitor engagement like never before using a multitude of sensory technology – and music and sound have quickly become an essential component.
Sound has been a part of immersive entertainment since the 1920’s when calliopes and organs were used to provide background ambiance at early amusement parks and ballgames. In 1955, Disneyland’s emphasis on immersive storytelling introduced diegetic sound – sound within the world of the story. Since then, we have seen an ever-evolving world of immersive audio from Epcot’s multi-room audio zoning in the 1980’s to the spatial and adaptive audio capabilities of today, drawing audiences even deeper into live experiences. Immersive audio is also generating more and more attention among experience-centric trade organizations like IAAPA and AAM, and at industry innovation showcases like Attractions Technology Lab.
Sound In Immersive Spaces
Equalling the dramatic rise of immersive audio is the breadth in which it is being used to engage audiences. Entertainment tops the list. Take just a few steps into the new Universal Epic Universe and you’ll know exactly what we mean – themed music and sound effects envelop you, even seem to move with you throughout your journey, bringing to life favorite characters and scenes. Sports teams like Utah Hockey Club are using sensory experiences and sound effects to hype crowds like never before. And tourist attractions like TILT in Chicago are using immersive audio and low-frequency vibrations to heighten emotions and provide a more impactful experience. VR experiences like Meta Quest and Sandbox VR are more real than ever with 3D spatial audio rivaling leading cinematic sound systems. The technology available has even led to new forms of entertainment such as Cosm, enveloping sports fans in hyper-realistic media and directional audio that has all of the feel and energy of a live sporting event.
Immersive sound has also entered the educational space. Museums are moving beyond triggered exhibit speakers and sound spheres into more dynamic spatial audio. Experiential art spaces such as teamLab’s Planets use 360-degree speaker arrays that present unique and morphing audio experiences as you move throughout. And historical attractions such as The Alamo are incorporating augmented reality to bring sounds and scenes of the past to life. These experiences enable visitors to learn about art, culture, and history in an entirely new way, igniting more of the senses and creating stronger emotional connections.
Also prominent is the use of sound to assist in wayfinding and sense of place. Theme parks regularly create audio zones to inform visitors (often subconsciously) when they have entered a new area of the park. Disney’s Magic Kingdom, for example, plays nostalgic 20th-century Americana music on Main Street USA and retro-futuristic arrangements in Tomorrowland. This technique has become more and more granular over time, getting down to unique sound zones within individual rides, elevating the visitor experience at every turn. IKEA uses similar techniques to guide visitors through its stores. Ambient, lo-fi tracks create a sense of calm in showroom areas, while upbeat, pop and indie music maintain energy in the marketplace. It’s all about playing to visitor emotions at precisely the right moment to provide reassurance and direction, along with an endorphin boost.
Taking Experiential Sound to Another Level
What’s next for the world of immersive audio is anyone’s guess, but with today’s technology, the possibilities are virtually limitless. How about AI-driven sonic experiences at theme parks and retail venues delivering music and sounds specific to your preferences? Or what about motion-activated audio beams sending “sonic easter eggs” that can only be heard by the person who triggers them – say, while exploring at Meow Wolf, or selecting a product at a clothing store? As retail experiences lean further into entertainment, don’t be surprised to hear unique music and sound effects complimenting your shopping experiences, such as ocean sounds in your grocer’s seafood department, or crowd chants in your sports retailer’s soccer department.
When it comes to sound for experiences, the sky is truly the limit, and we’re all ears.