Hotels
The Iconic Headland Hotel in Cornwall, invested in developing a unique and luxury spa, It offered a beautifully designed guest experience but lacked a cohesive sound strategy. Some areas had no music at all, while others relied on inconsistent sources that didn’t reflect the tone or purpose of the space. With the introduction of the new Aqua Club, the need for a curated and flexible approach became even more important. The team needed a solution that would enhance atmosphere, support relaxation, and create a seamless emotional journey throughout the spa.
Altaura developed a complete music strategy for the spa, covering both treatment areas and the Aqua Club. This included implementing the Ambient Collection in treatment rooms, where calm, low-energy music supports stillness and recovery. For the Aqua Club, we created dedicated playlists tailored to different times of day and weather conditions. The music was designed to shift naturally, from gentle and restorative to sociable and vibrant, while always reflecting the spa’s refined and elemental tone.
Designing a Multi-Zone Spa Sound
The Headland Spa is shaped by the rhythm of nature, with light, sea, and seasonality at its core. We created a sound strategy that echoed this philosophy. Each area, from private treatment rooms to the open-plan poolside, was assigned a specific sound identity. These atmospheres evolve throughout the day, guiding guests through a layered experience that flows from tranquillity to energy, all while remaining cohesive and relaxed.
The Ambient Collection for Treatments
In the treatment rooms, we introduced the Ambient Collection, a set of low-energy, largely instrumental playlists designed to support deep relaxation. Soft piano, ambient textures, slow strings, and natural field recordings help guests fully disconnect from external distractions. The playlists are curated to remain engaging for staff while offering a consistently soothing atmosphere for returning visitors.
Aqua Club: Dayparting with Purpose
We designed three bespoke playlists for the Aqua Club: Sunshine, Sunset, and Rainy Days. Each responds to specific guest behaviours and weather conditions. Sunshine is upbeat and coastal, using funk, indie, and acoustic textures to energise the space. Sunset introduces a more soulful, beat-led selection that sets the tone for evening drinks and conversation. On grey days, Rainy Days brings in a more introspective mood, using gentle folk, soft electronics, and world music to create warmth and calm.
Emotional Flow and Spatial Awareness
Our programming was developed to support emotional flow across the spa. From quiet treatments to lively social areas, the music helps guide energy levels without ever dominating the space. Volume, instrumentation, and pacing were all fine-tuned to create an atmosphere that supports the rhythm of each moment while remaining consistent with the overall tone of the spa.
Impact and results
The music strategy has created a consistent and elevated experience across the entire spa. Guests relax more deeply and stay longer, while staff enjoy working in a calmer and more thoughtfully programmed environment. The playlists have also received positive feedback from returning guests and now play a role in the spa’s wider brand communication.
“Altaura have a very productive and meaningful process when developing the brand sound and the implementation was very smooth. There is now one less element for our team here to focus on and they can focus more on the delivery of service to our guests.”
our work
Altaura helped The Headland Spa translate its natural surroundings and relaxed philosophy into a tailored sound experience. By aligning music with guest needs, time of day, and spatial purpose, the spa now offers an atmosphere that is immersive, consistent, and emotionally in tune.
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