The Conference is a two-day conference exploring human behavior, new technology and digital trends. It is a yearly conference in Malmö, Sweden, that welcomes speakers and visitors from all over the world. Efterklang was assigned to develop a sound concept and soundscape as part of a multi-sensory communication strategy for the 2018 conference.
Efterklang was asked to develop a sound concept that conveyed the values of The Conference. The distinct visual presentation of the Conference with its bold colors and geometrical shapes, such as circles and squares, laid the foundation for the sound concept.
We translated the triangle, the square and the circle to sound waves: sawtooth wave, square wave and sinus wave. An instrument from each category was chosen to represent the sound wave; bowed strings are a sawtooth wave, bass clarinet is square wave and the Moog synthesizer is sinus wave. All areas were decorated with these instruments. Further sound effects and surprising elements were added to enhance the collage esthetics of The Conference’s overall arrangement
“What is communicated in a conference is not only in the content of speeches, but in the way the content is delivered. With ‘The Conference’ we want to facilitate a new experience to our visitors and trigger their curiosity. The sound concept enabled us to do this at the 2018 conference.” – Hateff Mousaviyan, Head of Communications for The Conference 2018.