In 2012, Iguatemi –one of the most important malls from southern Brazil–asked agency B Sound Thinking to provide music for its main entrances. However, before adding more sound, they needed to understand the mall’s existing soundscape. They used their exclusive sound thinking methodology to offer a more thorough delivery that is sonic as well as musical. During the first stage, they not only listened to the sonic environment, but also tried to understand how it could connect through sound in a deeper way with its public.

Besides interviews with managers and collaborators, they analyzed vast research material and brand guidelines, and checked every relevant sound present in that context in varying times and days. B Sound Thinking measured noise levels that ranged from 71dB to 82.7 dB.
A phonoaudiologist carried an auditoryperceptual analysis of the collaborators. The goal was to identify any congruence in how they communicate vocally with the customers. B Sound Thinking noted lack of training and the absence of a vocal pattern in some essential areas. They developed a sonic architecture bolstered by the brand’s pillars, and, during the implementation stage, they created Sound Identity Manuals: an unseen tool in Brazilian malls.

They also trained a team of collaborators to be the “noise patrol”. They produced new messages for the entrance gates that were shorter and more rhythmic, improving their sound quality. Additionally, they defined a vocal pattern for the collaborators, as well as a project for sound emission. Only after these stages, they created the musical moods for each time, public profile, and environment in the mall. Combining software developed exclusively for Iguatemi and microphones installed in the mall, B Sound Thinking built a system capable of adding or muting tracks, depending on the noise level detected. More than just adding sound, they took care of every detail in order to compose Iguatemi’s soundscape.