OVERVIEW
Virgin Voyages wanted to launch their inaugural cruise ship, the Scarlet Lady, with a suite of sounds that elicit the romance of sailing. We created luxurious compositions designed to evoke the ever-shifting sea, including a generative soundscape (The Singing Sea) for their Miami Terminal. The sound set includes immersive compositions and UX sounds heard across the traveler's ocean journey.
OVERVIEW
Virgin Voyages wanted to launch their inaugural cruise ship, the Scarlet Lady, with a suite of sounds that elicit the romance of sailing. We created luxurious compositions designed to evoke the ever-shifting sea, including a generative soundscape (The Singing Sea) for their Miami Terminal. The sound set includes immersive compositions and UX sounds heard across the traveler's ocean journey.
SERVICES
Music Composition, UX/Product Sound Design, Generative Sound Design, Soundscape
APPLICATION
Onboard Environmental Sound, Mobile App
OPPORTUNITY
Virgin Voyages set out to disrupt the cruise industry with a uniquely immersive and adventurous experience. We recognized that sound could bring this singular new brand to life, infusing everything from functional UX notifications to immersive soundscapes with a feeling of wonder and modern luxury.
One of the Scarlet Lady’s key architectural design tenets is to ensure that passengers always have a clear view of the ocean, maintaining a connection to the sea. This provided the perfect creative starting point for sound, so we set out to develop a sound identity that could capture the majesty, mystery, and romance of the open ocean.
PROCESS
Working closely with Voyages, we developed a palette of sounds that captured the romance of sailing. Our composers and sound designers developed abstract textures that evoked the wind and the waves, augmented with bright, wonderous melodies and immersive environmental sounds.
BRAND DNA
Bright Melodies:
Projecting wonder and awe
Abstract Textures:
Evoking wind and waves
Environment Sounds:
Connecting to the sea
SOLUTION
The cornerstone the sound of Virgin Voyages was "The Singing Sea," a generative soundscape built from ever-shifting musical layers that phase in and out, like the tides. This gentle, uplifting experience was designed to evolve gradually and consistently, ensuring that the experience is never repetitive when played for long durations at the Miami terminal.
The soundscape is powered by a standalone software application, developed in-house with our team of composers and technologists, and delivered as both dynamic software and over 24 hours of continuous audio. The composition also served as inspiration for sound across touchpoints and environments, including UX sounds and a music experience for the elevators.
IMPACT
The cornerstone the sound of Virgin Voyages was "The Singing Sea," a generative soundscape built from ever-shifting musical layers that phase in and out, like the tides. This gentle, uplifting experience was designed to evolve gradually and consistently, ensuring that the experience is never repetitive when played for long durations at the Miami terminal.
SERVICES
Music Composition, UX/Product Sound Design, Generative Sound Design, Soundscape
APPLICATION
Onboard Environmental Sound, Mobile App
OPPORTUNITY
Virgin Voyages set out to disrupt the cruise industry with a uniquely immersive and adventurous experience. We recognized that sound could bring this singular new brand to life, infusing everything from functional UX notifications to immersive soundscapes with a feeling of wonder and modern luxury.
One of the Scarlet Lady’s key architectural design tenets is to ensure that passengers always have a clear view of the ocean, maintaining a connection to the sea. This provided the perfect creative starting point for sound, so we set out to develop a sound identity that could capture the majesty, mystery, and romance of the open ocean.
PROCESS
Working closely with Voyages, we developed a palette of sounds that captured the romance of sailing. Our composers and sound designers developed abstract textures that evoked the wind and the waves, augmented with bright, wonderous melodies and immersive environmental sounds.
BRAND DNA
Bright Melodies:
Projecting wonder and awe
Abstract Textures:
Evoking wind and waves
Environment Sounds:
Connecting to the sea
SOLUTION
The cornerstone the sound of Virgin Voyages was "The Singing Sea," a generative soundscape built from ever-shifting musical layers that phase in and out, like the tides. This gentle, uplifting experience was designed to evolve gradually and consistently, ensuring that the experience is never repetitive when played for long durations at the Miami terminal.
The soundscape is powered by a standalone software application, developed in-house with our team of composers and technologists, and delivered as both dynamic software and over 24 hours of continuous audio. The composition also served as inspiration for sound across touchpoints and environments, including UX sounds and a music experience for the elevators.
IMPACT
The cornerstone the sound of Virgin Voyages was "The Singing Sea," a generative soundscape built from ever-shifting musical layers that phase in and out, like the tides. This gentle, uplifting experience was designed to evolve gradually and consistently, ensuring that the experience is never repetitive when played for long durations at the Miami terminal.