Sound shower: an ultra-targeted immersive experience

What's a sound shower?

No, we won't be talking about singing in the shower - although you might want to.

A sound shower (not to be confused with a "sound bath") is a directional diffusion device that emits a highly targeted audio beam, using ultrasonic loudspeakers. Unlike conventional loudspeakers, which flood the entire space, the sound shower diffuses a beam in a straight line: the sound is audible only to a person in the diffusion axis. All around, silence remains intact.

The sound shower creates an auditory cocoon, without headphones, without physical isolation and, above all, without disturbing others. In public places (stores, museums, galleries, trade fairs), it can be used to multiply experiences without sound interference, while maintaining overall acoustic comfort. Each person can enjoy his or her own experience, without disturbing others. The sound environment is respected.

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The frictionless immersive experience

The power of the sound shower is its instantimmersion, without the need for headphones or earphones. It creates a natural, intuitive sensory bubble, triggered simply by body movement in space.

In a sales or exhibition space, this makes it possible to set up multiple sound paths that never overlap. You listen without being disturbed. You can be surprised without being overwhelmed. The overallsound environment remains clear, calm and coherent. It's an elegant, impactful way of bringing several stories and moods together in the same space.

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Scientific expertise at the service of sensitivity

At Ircam amplify, our expertise in sound showers is based on a dual competence: 1/ an artistic and emotional approach; 2/ a rigorous scientific grounding.

Thanks to our acoustic engineering department, we have advanced mastery of sound spatialization and acoustic treatment - two fundamental areas for deploying sound showers that are efficient, precise and perfectly integrated into your environment.

This ability to finely adapt directionality, texture and diffusion makes all the difference in the field, and transforms each project into a unique acoustic signature .

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Sound as material sculpted in space

The TimeVallée project is a perfect illustration.

For Watches & Wonders Geneva 2025, Ircam amplify designed an exclusive immersive experience for TimeVallée using sound showers. The aim was to invite visitors to experience watchmaking excellence through sound. A finely-marked sound trail enabled visitors to discover the resonance of precision mechanisms, the echo of workshop gestures and the voices of the craftsmen who bring watchmaking expertise to life.

By integrating sound showers into the architecture of the exhibition space, Ircam amplify has created narrative listening points, where thebrand's sound identity becomes a form of targeted omnipresence: perceptible only at the right time, in the right place. A subtle yet powerful sound branding strategy.

The impact is all the greater because the sound seems to come from nowhere: it doesn't impose itself, it reveals itself. This is what sound design is all about, when it is conceived above all as an experience.

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Creating emotions without polluting the space

This is perhaps one of the most valuable contributions of this technology: it respects the sound environment. Unlike conventional acoustic devices, the sound shower causes no interference. It preserves the overall calm of the venue, while enriching the experience of the target audience.

For the festive season, Ircam amplify designed a unique sound experience for the Maison Dior, for all those who came to admire the Christmas windows of its flagship store on avenue Montaigne. Thanks to a semi-directional system (better suited to crowds in the streets of Paris), the sound accompanies and envelops the public without constraining or assaulting them. A nuanced approach to sound design of the highest quality.

In a world where visual saturation is everywhere, sound is becoming an essential differentiation channel to fully express a brand'smusical identity.

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A packaged offer to go further

One of Ircam amplify's offerings is designed specifically around the sound shower: a "packaged" solution that enables brands to integrate this technology simply, elegantly and effectively. The "sound shower" offer combines high-end directional devices, custom integration, and the creation of asound identity or personalizedmusical identity.

It is a concrete response to the expectations of the luxury, retail, culture and innovation sectors - all areas where the sound signature is becoming a strong vector of storytelling and differentiation.

With the sound shower, Ircam Amplify illustrates its ability to combine the science of sound with the art of emotion. By transforming the way sound is perceived, in space and in the body, it paves the way for a new form of sound branding: more sensory, more respectful, more impactful and more sustainable.

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