Shaping Perceptions

It can guide attention, influence behaviour, create emotional resonance, and cultivate a sense of belonging,’ says Grace Xu, Architecture Engagement Global Lead, L-Acoustics.

There’s no doubt that in the past sound as a design tool has been woefully underappreciated. ‘Designers have traditionally worked with what they can see: form, light, colour, texture, materials and so on. Sound is often treated as an additional technical layer or an afterthought rather than an intentional design element,’ explains Xu.

Yet as Xu points out, sound shapes how we experience a space every bit as much as what we see. ‘Unlike static design interventions, spatial audio is dynamic and adaptable. It allows us to reshape the perception of a space—and even alter its acoustic signature—without physically changing the architecture, allowing environments to evolve throughout the day. When thoughtfully designed, sound helps turn spaces into experiences and creates deeper connections between people and place.'

All this has led to a re-evaluation of the role of sound, with many designers now exploring new opportunities for immersive environments. This re-evaluation will be at the heart of The Power of Sound conversation on 13 September at the V&A, bringing together artists, creatives, and technology experts to discuss new possibilities.

‘Our industry is actively driving this integration across museums, hospitality, public spaces, and cultural venues. High-resolution, immersive sound reinforces visual narratives, supports wayfinding, enhances digital interactions, and defines a space's identity. Just as designers think about light, materiality, and movement through a space, sound should be considered another dimension of design that shapes how people perceive and engage with their surroundings,’ says Xu.

According to Xu, the most successful projects don't treat sound as a layer added at the end. Instead, they consider this element from the very beginning alongside geometry, lighting, and material. This integrated approach is logical; sound creates an emotional connection that is often immediate and deeply human. ‘While visual experiences can be observed from a distance, sound surrounds us and places us within an experience. When audiences feel emotionally connected, they engage more deeply and form stronger memories.’

The panel will also explore the impact of new technology. Advances in spatial audio, artificial intelligence, precise acoustic modelling tools, and immersive media are enabling sound to become entirely responsive, personalized, and three-dimensional. ‘What is particularly exciting is that today's software ecosystems make complex spatial audio accessible to creators across disciplines. These tools allow us to shape what people hear and how they feel in a space, expanding its acoustic boundaries far beyond the physical footprint.’

Sound may be invisible, but it still has the extraordinary ability to shape how we feel, behave, connect, and remember. ‘That profound influence is its greatest strength: sound is a deeply personal experience, yet inherently collective. It engages the individual while anchoring them to a shared environment. High-resolution audio pushes past passive listening to become a physical, tactile force. When we design with this intent, we dictate how a room actually feels—turning an unstructured crowd into a connected community,’ says Xu.

Words by Tamsin Kingswell