Workspaces
Fora needed a music strategy that could work across a growing portfolio of workspaces, each with its own layout, rhythm, audience, and local character. The challenge was not simply to add music, but to create a more structured approach to sound that could support focus, motivation, wellbeing, and connection throughout the day, while still feeling consistent across different sites and regions.
Altaura developed and rolled out a multi-layered music strategy built around mood, intention, and the changing rhythm of the working day. Through site visits across different countries, we built a clear understanding of how each building functioned in practice, then created a scalable SoundAURA covering lounges, receptions, shared workspaces, wellness areas, seasonal playlists, and member events.
Structuring the day through sound
Fora’s soundtrack was designed to move with the working day, beginning with calmer, more focused music in the morning before building into greater rhythm, openness, and social energy as the day developed. Rather than simply scheduling playlists by time, each part of the day was shaped around a clear mood and intention, helping members move naturally between concentration, collaboration, conversation, and release.
Supporting focus without distraction
A key part of the strategy was knowing when music should stay subtle and when it should bring more personality into the room. During high-focus periods, Altaura used instrumental and low-distraction selections to support concentration without competing for attention, while more vocal, familiar, and expressive programming was introduced as spaces became more social.
Creating restorative wellness spaces
Alongside the main workspace strategy, Altaura developed dedicated sound approaches for Fora’s wellness areas, where the atmosphere needed to offer a genuine shift in pace. Softer, more ambient, and more restorative music helped members step away from the working rhythm, reset, and return to the day feeling calmer and more grounded, while still remaining connected to the wider Fora sound.
Extending sound into member culture
The strategy also extended beyond the everyday workspace experience into Fora’s member events and cultural programming. Altaura booked live acts that added energy, atmosphere, and cultural value to the brand, helping sound become part of Fora’s wider community experience rather than something that only existed in the background.
Impact and results
The result was a clearer, more consistent music identity across Fora’s workspaces, with sound used as a practical tool for shaping how each space felt throughout the day. Ongoing refinement has helped keep the music aligned with how members use the buildings, while live programming has added another layer of energy, memory, and value to the brand experience.
Altaura developed and rolled out the music strategy across our workspaces, bringing clarity and consistency to how music supports the day. By structuring the soundtrack around mood and intention rather than simply scheduling playlists, they created an experience that moves naturally from focus to connection. They have continued to refine the sound with us over time and have also booked live acts for our member events that has brought added value to the brand.
our work
Altaura created a scalable music strategy for Fora that supports focus, wellbeing, connection, and culture across the working day. The project shows how sound can help a workspace brand feel more consistent, more intentional, and more human across a growing portfolio.
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