Architectural Digest is a design authority and source of inspiration for 6.1 million readers every month. Their website has a digital reach of 22 million style-savvy visitors.

Helping digital visitors ‘hear’ the space.

The team at AD wanted to create a welcoming, stylish online space to showcase the voices and talents of Black creatives across the US. The concept was a Virtual Showhouse that they called “The Iconic Home”. Designers and design teams were each assigned one room of the house. They were allowed to realise their design concepts without client or budget restrictions, and concepts for the other rooms weren’t shared until the virtual doors were opened for everyone. The opportunity to design freely and without knowledge of what other designers were doing in other rooms of the house heightened anticipation of the big reveal.

To reinforce this experience,

we built richly textured storytelling soundscapes

that take listeners on an auditory journey, one virtual room at a time. Visitors enter a room of their choice, and there they are guided by the voice, story and unique expression of each designer.

Using interview clips and mood-appropriate music, we created Audio Tours for the Virtual Showhouse; the first of its kind in the design world.

Getting sound designers and interior designers to talk.

We began by researching all 16 designers for whom we prepared interview questions. Ginni Media CEO Ginni Saraswati interviewed and provided audio support and vocal coaching for the interviewees. Our script designers then condensed the raw audio into fifteen 60-second audio stories to accompany the virtual experience. Finally, our audio team mastered the final recordings and added music that amplified the vision of each designer.

In each room of The Iconic Home, visitors could see the work of each creative and hear them describe individual elements. Our extensive research enabled us to devise engaging interview questions, and our vocal coaching enhanced the quality of the final product. The clarity of the audio complemented the high-end design aesthetic, and the aptly chosen background music added a sense of awe to the tours.

Take an Audio Tour of the Wellness Room by Designer Anthony Dunning.