Sponsored by L’Acoustics, Sound as a Design Material: Crafting Story and Brand Identity was among the thought-provoking conversations featured on ICFF 2026’s Main Stage. The session explored how immersive audio is transforming the way designers shape experiences. Moderated by Grace Xu of L-Acoustics, the discussion brought together Tiffany Aprile, Tana Hovland, and Nathan Adkisson to examine sound not as a technical layer added at the end of a project, but as a creative material capable of shaping atmosphere, emotion, and identity from the very beginning.
A link to the full talk can be found at the end of the article.
(Top image courtesy of Jenna Bascom Photography | Featuring all speakers and moderator, Grace Xu)
L-Acoustics X Series Loudspeakers in Nobu, Toronto (Image courtesy of L-Acoustics)
A recurring theme throughout the conversation was sound’s unique ability to connect directly with human emotion. As Adkisson explained, while design is often approached visually, sound offers a different kind of power: “Sound has this almost shortcut. It shortcuts the rational part of your brain, and it goes directly to the amygdala, which is your emotional center.” He described audio as a “secret weapon” for designers seeking to create memorable, emotionally resonant experiences.
The panelists also shared examples of how sound can shape a visitor’s perception of place. Hovland reflected on Rockwell Group’s The Lawn installation at the National Building Museum, where hidden speakers played sounds of summer to create an emotional connection with visitors. “It was really to transport the audience to a different place,” she said, highlighting sound’s ability to evoke memory and atmosphere.
Nathan Adkisson, Tana Hovland, and Tiffany Aprile (Image courtesy of Jenna Bascom Photography)
For Aprile, sound is equally important as a tool for placemaking and community building. Drawing from Skylight’s work in New York’s Penn District, she noted, “We really use sound as a placemaking tool because that’s what can help shape identity and shift perception and really create that community.”
The discussion also emphasized the importance of integrating sound early in the design process. Adkisson encouraged designers to move beyond treating audio as a supporting element, urging them to “stop leaving sound to be something that just accompanies the visual.” Instead, sound should be considered alongside architecture, lighting, and materiality when mapping how people will experience a space.
Machine Hallucination Refik Anadol at ARTECHOUSE (Image courtesy of L-Acoustics)
Looking ahead, the panel explored emerging technologies, wellness applications, and the growing role of spatial audio in shaping immersive environments. While the tools continue to evolve, the message was clear: sound has become an essential component of contemporary design, capable of deepening engagement and creating more meaningful human experiences. To hear the full conversation and explore the panelists’ insights in greater depth, listen to the complete session below.
