Retail

Landsec’s shopping centres lacked a cohesive music strategy, leading to inconsistent experiences across locations. Music choices varied wildly, relying on ad hoc decisions without clear guidelines. This disjointed approach affected customer engagement and failed to reflect either Landsec’s brand identity or the distinct characters of centres like Bluewater, Braintree, Trinity Leeds, Southside and White Rose. Zones such as retail, dining and leisure required different musical approaches, but without a structured strategy, soundscapes often clashed with their intended atmosphere. Staff also struggled with inconsistent systems, creating inefficiencies and off-brand moments.
Altaura developed a tailored music strategy that balanced unified brand representation with site-specific adaptability. We began with a full consultation process that included workshops, site visits and demographic research. The result was a music framework designed to shift fluidly across the day and respond to visitor behaviour and zone requirements.
Dayparted Schedules for Customer Flow
Playlists were dynamically scheduled to reflect how customers interacted with each space throughout the day. Mornings featured softer, more ambient tracks. Energy levels increased during peak retail periods with brighter, upbeat selections, then softened again into calming evening atmospheres. This helped influence dwell time and encourage spend by matching music to pace and mood.

Zonal Customisation
Each site was mapped by zone, from retail floors to leisure zones and dining areas. Music was then assigned by activity type. Retail areas used energetic and modern sounds to drive pace and engagement. Dining areas focused on more relaxed tones to encourage lingering. Leisure spaces combined warmth and vibrancy to suit family-friendly atmospheres. For example, Bluewater required an inclusive, polished sound due to its broad demographic, while White Rose adopted a more playful, family-focused style.

Architectural and acoustic integration
Music selection was guided by how sound interacted with each space’s architecture. Overproduced or high-tempo tracks were avoided in cavernous areas to prevent echo or fatigue. Music was curated to complement footfall patterns and spatial design, enhancing the guest experience without overwhelming it.

Centralised Management with Evolving Content
The system was built for both consistency and ease of use. Each site received regular playlist updates to keep the sound fresh and seasonally relevant. Staff were trained on simple remote interfaces to manage playback, while broader updates could be handled centrally. This allowed for real-time campaigns or special adjustments to roll out instantly across the portfolio. As an added value, several locations also began sharing branded Spotify playlists to extend the in-centre atmosphere beyond the physical visit.


Impact and results


Landsec’s new audio strategy brought cohesion to its portfolio while allowing each centre to retain its own character. Visitor feedback noted improved ambience and enjoyment across key zones. Time spent in leisure and dining areas increased, along with improved brand perception and guest satisfaction. Central teams saw operational gains through simplified management tools, and staff reported pride in the new environment. Feedback across the portfolio shows a measurable shift in atmosphere, both in how it feels and how it performs.
“Altaura’s expertise has transformed the guest experience across our shopping centres. Their creative music strategies consistently deliver a dynamic brand sound that keeps our environments fresh and engaging.”
our work
Altaura helped Landsec transform a disconnected sound environment into a strategic brand asset. Through tailored zoning, time-sensitive curation and centralised delivery, the music now supports guest behaviour, enhances brand identity and keeps every centre sounding fresh and purposeful.Altaura’s approach delivered more than just background music. We created a living soundtrack that responds to guest behaviour, complements brand identity and adapts by zone and time. Landsec’s shopping centres now benefit from a unified but flexible music strategy that supports commercial goals and elevates the overall experience.
