In detail

The Approach: Conveying conference's message through sound

Every two years, the entire Board and the 500 top managers of the company from all regions of the world get together at The Linde Group's Management Conference to define, discuss and evaluate strategic topics for corporate development. amp's task was to set the musical and acoustic scene for the Management Conference in 2012 in such a way that those attending will pick up the conference's themes emotionally remembering them for a long time. The motto "I am taking the lead" stands for the goal of The Linde Group to take the decisive steps to become the world market leader in industrial gases.

Defining and Creating the sound for the Management Conference

Following the extraordinary musical sensation at the Management Conference 2010, the challenge was to go a step further in 2012. Meeting in Shanghai set completely new standards.
Various sound installations at various locations were intended to get the participants in the mood for the conference and its objective. The goal was to do reference to the venue as well as to the company: industrial sounds, natural sounds, urban sounds, ethnic sounds and music accompanied participants through the conference. The main event and conclusion of the conference was a live concert with orchestra and chorus.

  • At the hotel, the conference's  main location, from early morning till late night the Linde Lounge featured an unobtrusive soundscape spread out to take up the themes of the visual design.
  • During the conference, specific musical themes and motifs formed an audible guide through the conference in the Plenum of the Hyatt Hotel. A traditional gong announced the beginning of important events at the
    conference.
  • The club event at the trendy M1NT Club was divided into two different sound zones: the restaurant and the club lounge. In both zones, a fitting atmospheric sound and music environment provided pleasant entertainment for the guests from all over the world.
  • The emotional highlight was the live concert in the Bubble. The location presented unimaginable challenges for the engineers. The professional team managed to convert the location into a concert hall in record time. Orchestra and chorus, singers, as well as erhu, duduk and taiko players, created veritable waves of excitement in the audience.

The result and its potential

The first part of the Linde Suite of 2010 was a musical trip through the history of the company – in 2012 the journey went on with the new composition "From Source to Ocean" on the CD "The Linde Suite Part Two. The journey continues", which will accompany Linde employees on their way to the top of the world.