To find out more on how it all works, we talked to Margareta Andersson, founder of Lexter, a company that specialises in sound and scent design for public environments. Margareta came from the advertising world when she started her first company working with sound campaigns for Disney content music for movies, which later lead her in to her current occupation.
"Working with sound content for advertising campaigns on Disney movies made me think about the opportunities to have Elton John’s voice from the Lion King at the part of the shop where they displayed the movie. We tried a lot of different ways to do it, but in the end there was no product that could do the job at that time. Either there was too much noise pollution from the sound or there were too many wires", Margareta explains.
So what is directed sound? Directed sound is a technology that enables you to create concentrated sound for a certain spot; exactly where you want it. The difference between directed sound and traditional speakers is roughly the equivalent to the effect of a light bulb compared with the light from a flashlight.
In 2007 Margareta came across the first technology that could be used within retail and other public areas which didn’t create "noise pollution". And that is where the story of Lexter begins. Today Lexter offers a holistic view within sound design, working with everything from the acoustics of the room, psychology behind dynamic sound to branding and sales driven messages.
