A strategy for differentiated sound in Unibail Rodamco’s 50 European malls that includes regional variations.
Unibail-Rodamco-Westfield (URW) owns, manages, and develops a €65 billion retail portfolio.
The Sound Agency began its work for URW during the construction of its flagship Mall of Scandinavia, which URW was determined to design for the ears as well as the eyes. We audited the architectural plans, advised on acoustic treatments and noise limitation, and then set about designing a branded audio experience. When it opened, Mall of Scandinavia featured bespoke soundscapes that enhanced its four nodes (water, wind, earth, and fire), as well as a welcoming sound in all its first-impression spaces.
Following this, URW commissioned us to create and update the sound experience across its entire portfolio of 50 European malls. Our solution combines music playlists from our partner, OpenEar Music, along with our own custom soundscapes, and includes culturally sensitive regional variations.
URW describes the ongoing sound project as “perfect”.
“The Sound Agency, together with the Open Ear company, won the tender to reinvent the music strategy of our Group, Unibail Rodamco Westfield, Europe’s leading listed commercial property company, then deploy it in our 50 best assets across Europe. Our collaboration has been going perfectly for almost two years now: The Sound Agency has created playlists and soundscapes that perfectly meet our needs, are very effective, and a force for bringing forward proposals to help us going the extra mile and allow us to have a unique and differentiating music strategy.”
– Alix Baudry, Manager Customer Services and Experiences, Unibail-Rodamco-Westfield