Landsec Retail

Landsec’s shopping centres had no cohesive music strategy, leading to a disjointed experience for visitors. Music choices were inconsistent across locations, failing to align with the brand’s values or the distinct characteristics of each shopping centre. This inconsistency impacted customer engagement and dwell time, especially in zones with different needs, such as retail, dining, and leisure. Without an overarching music strategy, opportunities to create a unified brand experience and tailor music to each centre’s demographics were missed, reducing the effectiveness of the auditory environment.

Altaura began with a comprehensive brand and customer analysis, incorporating site visits and workshops to understand the acoustic and demographic needs of each shopping centre. We developed tailored music strategies that balanced unified brand representation with local adaptability. The approach included:

‍Dynamic Playlist Scheduling: Playlists were scheduled to reflect the flow of visitors throughout the day, with upbeat tracks during peak times and calming melodies during quieter periods.

‍Zonal Customisation: Each centre’s zones (Retail, Dining, Leisure) received unique sound profiles. Retail areas featured energetic tunes to drive purchases, dining zones used relaxing music to encourage lingering, and leisure spaces had balanced tracks for family-friendly appeal.

‍Site-Specific Adjustments: For example, Bluewater’s diverse demographic called for inclusive playlists, while White Rose focused on family-friendly soundscapes transitioning from morning calm to evening elegance.

Architectural Integration: Music choices were designed to complement each centre’s architectural elements, ensuring a harmonious auditory experience without overwhelming visitors. Advanced sound systems allowed centralised control, ensuring seamless updates and alignment across all locations.