Bespoke Playlists, Designed Around the Destination.
No two retail destinations are the same. Their location, audience, brand and use of space all influence the atmosphere they want to create.
During the past year, OnBrand has developed several bespoke audio solutions, each responding to a very different objective.
From creating a calming environment within a luxury shopping mall to supporting a precisely timed Christmas performance, every project began with listening carefully to the client’s brief.
The Brief.
Westfield London wanted to create a sense of calm and wellbeing within its premium shopping area.
Water Gardens needed a contemporary playlist shaped around its shopper demographic and desired atmosphere.
Middleton Grange required a dependable audio solution for a live Christmas performance involving multiple tracks and precise timing.
Rather than applying the same music offering to every destination, OnBrand created an individual solution around each space, audience and moment.
Industry
Shopping Centres
Services
Bespoke Playlist Curation
Centre Radio
Audio Production
Audio Strategy
Event Audio Scheduling
Westfield London: Creating a Sense of Wellbeing
Westfield London asked OnBrand to develop a dedicated wellbeing playlist for The Village, its premium shopping area.
We worked closely with the Centre Manager to understand the character of the space and the atmosphere they wanted visitors to experience.
The music was carefully curated to complement The Village environment, creating a calm and sophisticated ambience while remaining appropriate for a busy retail destination.
The result was a distinctive soundtrack shaped around the needs of one particular area, demonstrating how music can create different experiences within the same centre.
Water Gardens: Capturing the Perfect Lounge Atmosphere
When Water Gardens in Harlow became an OnBrand client, the team wanted to develop a bespoke playlist that reflected its shopper demographic.
The brief drew inspiration from Ibiza sunset sessions, Café del Mar, uplifting chillout and deep house, rooftop lounges, familiar cover versions and positive, feel-good music.
Using these influences, OnBrand created a new Café Lounge playlist combining relaxed electronic music, uplifting rhythms and recognisable songs.
The finished playlist delivered the contemporary but accessible atmosphere Water Gardens wanted, giving the destination a distinctive soundtrack shaped around its audience.
Middleton Grange: Delivering a Perfectly Timed Christmas Moment
Middleton Grange needed a dependable audio solution for a Christmas line-dancing flash mob involving a local instructor and her students.
The performance relied on four tracks playing in the correct order and beginning at precisely 12pm.
Rather than introducing additional equipment or a complicated live setup, OnBrand combined the tracks into one seamless audio file and scheduled it through the centre’s existing system.
The music played exactly as planned, enabling the dancers to perform confidently and creating a memorable festive moment for shoppers without disrupting normal trading.
THE RESULT.
One Service. Three Very Different Briefs.
A Calming Premium Environment
Westfield London received a dedicated wellbeing playlist created specifically for The Village and its sophisticated retail setting.
A Soundtrack Shaped Around Shoppers
Water Gardens gained a distinctive Café Lounge playlist informed by its audience, atmosphere and musical influences.
A Seamlessly Delivered Live Moment
Middleton Grange’s Christmas performance ran to schedule through one carefully produced and precisely timed audio file.
Happy Clients.
The OnBrand Team Delivering the Bespoke Playlists and Event Audio
Jo Kaye – Product Manager & Audio Marketing
Role: As Product Manager & Audio Marketing, Jo helped shape the wider audio solutions, ensuring each playlist and event-led brief reflected the destination, audience and intended customer experience.
Ed Mills – Audio Production Executive
Role: As Audio Production Executive, Ed curated the bespoke wellbeing playlist for Westfield London, carefully selecting music to create a calm and sophisticated atmosphere within The Village.
Looking for a Soundtrack Unique to Your Destination?
OnBrand creates bespoke playlists and audio solutions shaped around your destination, audience and brief.
From everyday ambience to seasonal programming and live events, our audio team can create and manage a soundtrack that delivers the right experience at the right moment.