The Linde Group has found a unique way to give its products a visible and audible presentation that is exciting and informative for the general public, in keeping with the slogan "discover a world of unseen potential". With the "Fascinating Gases" app and the microsite, users can discover how Linde gets the individual gases from the air and learn about the decisive part they play in our daily lives.
FASCINATING GASES APP
Working closely together with the Hamburg-based agency Peter-Schmidt-Group – responsible for the visualization of the gases – amp created the world of sound for the Linde app – an app making it possible to experience the "Fascinating Gases" project, as well as the process of air separation on a tablet PC.
This app invites users to go on an interactive expedition. Along with illustrating the various gases, the air separation process patented by Linde is explained through animation, text and sound – a central element of the app.
The Approach: Giving gases a voice
For amp, this innovative project was an especially appealing challenge which started with the question of how amp can make it possible to hear products and processes which are neither visible nor palpable, and therefore rather abstract.
This is where the potential of sound can be brought to bear to particularly good effect, for sound is an impressive, effective means of communicating processes not accessible to the eye (in this case, the physical-technical separation of air). With the aid of intermodal analogies of tonal colors and perceptions, these abstract processes can be communicated through sound design. Hence amp's sound design was able to implement very effectively the technical phases of air separation, which in reality always take place behind closed systems.
Defining and Creating the sound for "Fascinating Gases" app
As on the Website for the "Fascinating Gases" project, the app visualizes twelve gases, thus making the invisible visible. amp went a step further and also made the inaudible audible by composing an individual soundscape for each gas in which the physical properties of the gases are reflected in sound and each gas has an acoustic identity of its own. This acoustic identity can be divided up into its three essential musical-acoustic elements in the "making of" category.
The air separation process begins with the intake (1) of the air. The filtering (2) which follows cleans dust particles out of the air. The filtered air is then put under pressure and compressed (3).
The cleaning (4) process which follows removes impurities from the air. Then the pure compressed air is relieved of tension in an expansion turbine. The cooling (5) which takes place here triggers the liquefaction of the air.
For the separation (6) of the liquefied air, the different boiling points of its components are used so that the gases concentrate at different levels. When the separation reaches the desired degree of purity, the gases are either fed in gaseous form to a consumer for further processing or filled (7) in liquid form for intermediate storage in tanks.
The result and its potential
Putting music to selected interactions, such as popup, pinch-in and pinch-out, aids intuitive navigation through the app. In addition, the sounds and the sound elements of the compressed air are closely connected to the audio branding of Linde Group. A fragment of the Linde audio logo is used as the starting sound for the app. Both the compressed air and the audio logo are key components of the acoustic brand identity of Linde. These sounds thus create a clear connection to the brand’s acoustic identity.
In this app, Linde is without doubt providing a product confirming Linde's motto "Getting ahead through innovation" while at the same time making an exciting contribution to the brand experience.
This app bridges the gap between a highly engineered B2B company and end consumers by providing graphic illustrations of the Linde process technology.
Fascination Gases app available in the Apple Store.
Convincing both: Client and expert jury
With "Sound of Fascinating Gases" amp not only convinced The Linde Group but also Red Dot Award's jury who honored this project with its "Best of the best" Award.
In 2014, only 101 of those titles were awarded to just 1.4% of all entries as only a few met the high demands of the expert jury for this award for top design quality.
"The sound concept of this work convinces with a very good solution to the challenge of how to develop a sound for a fundamentally abstract topic. On the other hand, its aesthetic implementation has been particularly well thought out. Together with the intermodal analogies, the entire approach towards the sound design has been realised exceptionally well." (Jury statement)