Restaurants, bars & cafes
Market Halls, a collection of dynamic food halls across London, set out to improve the customer experience across different times of day. Their venues attracted a diverse crowd, from daytime coffee and lunch customers to evening diners and social drinkers. However, the atmosphere didn’t shift naturally with these changing behaviours. The spaces lacked energy in the evenings, and during the day, music wasn’t always suited to the needs of remote workers or fast-paced lunch services.
Altaura developed a time-sensitive music strategy that aligned with Market Halls’ evolving daily rhythms. We curated playlists that would respond to customer behaviours, architectural flow, and commercial priorities. The sound profile was designed to support daytime productivity and efficiency while transforming into a vibrant, social energy by the evening.
Designing a Multi-Use Music Identity
We began by defining a musical identity that could flex to match Market Halls’ multifunctional spaces. The sound had to remain consistent with the brand’s bold, local, and community-driven ethos, while being versatile enough to work across lunch hours, laptop sessions, family meals, and evening drinks. The playlists were designed to shift tone without ever feeling disconnected from the brand’s character.
Daytime Programming for Energy and Focus
Mornings began with upbeat, rhythm-led tracks to energise queues at the coffee shops. This was followed by an instrumental midday sound that remained lively but unobtrusive, creating the right background for conversations and focused work. These choices helped maintain a bright and welcoming environment for those using the space for quick visits or longer stays.
Evolving into Evening
As the day progressed, the sound evolved to mirror the rising energy in the venues. Tracks became more vocal and beat-driven, designed to encourage guests to settle in, order drinks, and extend their visits into the evening. This transition helped staff feel the change in tempo too, reinforcing the shift in service style and atmosphere.
Aligning Music with KPIs
Our approach to scheduling allowed Market Halls to align musical tone with specific commercial goals. For example, lunchtime programming focused on keeping queues moving, while evening playlists were crafted to increase dwell times and bar spend. The music strategy became a functional tool for supporting performance across different dayparts.
Community and Brand Impact
The evolving music identity helped reinforce Market Halls’ role as a local hub for the community. The sound now reflects and supports how people actually use the space throughout the day. It’s become a central part of the brand experience, appreciated by both guests and staff, and helps create a sense of place that adapts fluidly to the moment.
Impact and results
Market Halls now benefits from a sound strategy that works as hard as their spaces do. It enhances customer flow, improves energy at key times, and supports their commercial objectives. The curated sound has played a role in solidifying their status as one of London’s most flexible and community-minded dining destinations.
“Altaura curates music that transforms our spaces throughout the day and night. The staff loves it and so do our guests.”
our work
Altaura’s music strategy has helped Market Halls shape its daily rhythm, creating a versatile, energised, and on-brand experience across all locations. By using music as a functional and emotional layer, Market Halls has deepened its connection with guests and driven stronger outcomes across the board.
