It’s easy to underestimate the effect of sound in the sensory mix of brand communications. While the storytelling power of the soundtrack in advertising is well acknowledged, less thought has been given to the effect of sound on our experience of space.

For instance, how does the soundscape of a supermarket influence shopping decisions? How can hotel acoustics enhance a guest’s stay? How do the sounds in airport lounges and train stations affect the experience of travel?

Over the past year, Space Doctors have been mapping the soundscapes of environments like these to identify the acoustic codes that trigger specific actions and responses. We’ve drawn on our wide experience with major retailers, global hotel chains and travel services to understand the link between space and sound, and how brands can make it work for them.