Sound as space
Khaled Nassef discusses how MassiveMusic implemented sonic identity into the physical environment when working with AROYA Cruises.
When I was tasked with creating the sonic identity for AROYA, this wasn’t just about composing music — it would be about designing an immersive, multisensory experience. The sound had to feel luxurious, rooted in Saudi Arabian heritage, and resonate with a global audience. But more than that, it had to live and breathe within a physical space — the ship itself.
In sonic branding, one of the most overlooked (but powerful) aspects is how sound interacts with physical environments. Whether it’s a retail store, hospitality venue, or in this case, a luxury cruise ship, sound doesn’t just set the mood — it shapes the memory.
Sound as atmosphere
For AROYA, I didn’t want the music to be background noise. It needed to feel part of the architecture, flowing seamlessly from one space to another. From the gentle hum of the spa to the vibrant energy of the dining areas and lounges, the sonic identity had to adapt to various emotional tones and spatial functions while maintaining a consistent DNA.
To achieve this, I began with a strong thematic foundation — the Oud, a traditional Arabian instrument. It became the sonic signature that could be manipulated and reinterpreted depending on the context, whether in a serene setting or a celebratory one. Electronic textures and ambient sound design helped me modernise the instrument while allowing it to blend organically into different physical settings.
“It took a lot of experimentation to balance authenticity with modern sound design,” I recall.
Using sound to mirror space and motion
Cruising isn’t static — it’s a journey, a rhythm. One of my favourite techniques in this project was using side-chain compression effects to mimic the ebb and flow of ocean waves, which gave the music a natural, breathing quality. It resonated especially well in transitional spaces — hallways, elevators and lounges — where passengers subtly feel the movement of the ship.
We also incorporated natural elements — waves, seagulls, the whisper of the wind — recorded from the Red Sea, to reinforce the cruise’s geographic and emotional grounding.
“The Red Sea has a unique feel. It’s like the ocean has its own heartbeat.”
That heartbeat became a recurring motif, especially in wellness spaces, where sound is meant to soothe, centre and slow time.
Designing zones with sonic intent
Every brand space has its own sound needs. On AROYA, we mapped the ship into sonic zones:
Arrival and onboarding areas featured uplifting but calming compositions to reduce stress and elevate anticipation.
Retail zones used rhythmic, mid-tempo elements to stimulate curiosity without overwhelming.
Dining and social spaces featured melodic versions of the brand theme, layered with international textures to reflect the global culinary influences onboard.
Spa and wellness spaces emphasized breath, nature, and slow tonal shifts to enhance relaxation.
The Ney flute, with its expressive, airy quality, was reserved for “awe” moments — scenic overlooks, gallery spaces, and key waypoints during the journey. These intentional placements allowed sound to cue emotion, orientation, and even ritual.
Sonic identity in physical branding strategy
One of the biggest takeaways from this project is how deeply sound contributes to physical brand storytelling. When implemented thoughtfully, sonic identity:
- Enhances emotional connection in each physical interaction
- Reinforces brand values and mood without needing words
- Increases brand recall, especially in hospitality and travel spaces
- Encourages customer flow, relaxation, or focus depending on environment
In fact, studies show that brands with strong sonic branding are 96% more likely to be remembered. But this doesn’t happen by chance — it requires close collaboration between designers, architects, audio engineers and brand strategists.
A viral moment of validation
A major highlight was when the DNA composition inspired a collaboration with Saudi music icon Abdul Majeed Abdullah. Watching him reinterpret the theme was a surreal moment. The music video based on our sonic branding went viral — over 5 million views in two months — a clear sign that the sound resonated far beyond the ship. Later on, a recomposition of the sonic DNA melody has been placed on AROYA’s latest ad featuring Cristiano Ronaldo and Giorgina.
The future of sonic spaces
What excites me most is the growing shift toward sound-aware spaces. With spatial audio, AI-driven generative music and real-time environmental audio adaptation, we're moving toward environments where sound reacts to presence.
As brands continue to think about customer experience in physical spaces — whether that's a cruise ship, airport lounge, retail boutique or immersive gallery — sonic identity will become a critical design pillar, not just a marketing tool.
“When a brand’s music is well aligned with its space, it becomes unforgettable.” Having lived in Cairo and being exposed to the various sounds of the MENA region, New York, Dubai and Miami, I’ve seen how sound shapes culture. I’m committed to designing brand spaces people can hear and feel — spaces where sound becomes memory.
