SoundCloud seeks to redefine the Storefront by translating the sound that exists in the space into a visual and spatial experience.
Physically, SoundCloud is a suspended undulating paper cloud which creates a landscape composed of clustered paper forms. The modular paper shapes are folded from reused, discarded architectural drawings, making use of the medium used to create structures, recycled as material which forms the basis of the structure for the installation. The overhanging cloud works to create an immersive environment at the plane of the ceiling leaving the floor clear for viewers to wander the Storefront and interact with SoundCloud above. Idle when sound levels are low in the room, SoundCloud is dark while it waits, pulsing occasionally in anticipation and enticing passerbys to take notice. Once somebody moves through the room and sound is detected from the shuffling of feet or the sound of voices, SoundCloud illuminates in the area in which it senses sound below it.