Dutch Design Week

Sonic Environmental Experience

Dutch Design Week is the biggest design event in Northern Europe. EJJI was approached to be part of a concept-team that designed the 2019 opening event.

 

‘If not NOW, then WHEN?’

Concept

Organiser Dutch Design Foundation (DDF) is optimistic and believes that the problem-solving capacity of designers can improve the world.

The theme for this years event: ‘If not NOW, then WHEN?’ applies more forcefull than ever.

Director Martijn Paulen explains the thematic choice: “In the field of technology, developments are moving faster than ever and the possibilities are endless, (..) the future looks bright. At the same time, significant obstacles to urgent issues still need to be overcome and a clear impuls to action is needed.”

Developing the sound

When developing the sound, we create a design system that serves as a foundation and guide for all other elements.

The system we created is based on the principles of a Tenori-on synthesiser: A step sequencer and sound generator that creates repeating patterns and textures.

We abstracted different patterns, Timbres (musical colors), and a harmonic system. When combining these elements, you have a system of reusable elements that is scalable, and provides a method of creating various audio assets from small to very large, that are recognisable and consistant.

DDW Sonic Design System:

DDW Sonic Design SystemHarmony
DDW Sonic Design SystemPattern 1
DDW Sonic Design SystemPattern 2
DDW Sonic Design SystemColor 1
DDW Sonic Design SystemColor 2
DDW Sonic Design SystemVoices

 

Audio Assets

When the timeline for the event was ready, we identified key moments where sound could play an important role.

  1. CREATE A SONIC EXPERIENCE TO WELCOME GUESTS
  2. CREATE OFFICIAL EVENT KICK-OFF MOMENT
  3. CREATE A SERIES OF AUDIO LOGOS
1. SONIC EXPERIENCE TO WELCOME VISITORS

In previous editions the organisation had some issues in keeping the attention focussed. We knew that audio could help fix this. We used audio in a way that is had a calming effect. What people experienced was walking into a space that triggered a state of heightened attention.

 

DDW Audio AssetsWelcoming Guests
2. OFFICIAL EVENT KICK-OFF MOMENT

We recorded exotic languages and spread them around the room. The song builds momentum and rises into a euphoric soundscape that officially started the event in a way that is energetic, cutting-edge and uplifting.

 

DDW Audio AssetsOfficial Event Kick-Off Moment
3. A SERIES OF AUDIO LOGOS

As part of the opening event, the ambassadors of this years edition, the CEO of the Dutch Design Foundation Martijn Paulen, moderator Anna Gimbrere and the major of Eindhoven John Jorritsma were given an individual audio logo to introduce them on stage.

We designed the idents with care. By extracting them from the audio strategy core, they form a recognisable series, whilst making sure they were unique, like like the people they represented.

‘Spatial Sound, light, design, dialogue, video and music were intertwined to form a multi sensory experience.’

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