Workspaces
SHACK15 is a San Francisco-based workspace built for founders, creatives, and change-makers. While the space was visually striking, especially during its golden-hour sunsets overlooking the Bay, it lacked a sound identity that could match its dynamic purpose. The team needed a music strategy that would support focus during the day and then evolve into something more atmospheric as evening approached. They also wanted something distinctive, a sound that felt deeply rooted in San Francisco’s identity and reflected the innovative spirit of their community.
Altaura created a unique, electronic-only music strategy for SHACK15 that aligned with the daily rhythm of the space. The sound design was tailored to support productivity during the day, with variations in tempo and lyrical content, and then transition into more ambient textures as evening set in. The playlists were structured to flow naturally with the arc of the day, building energy in the morning, maintaining focus in the afternoon, and gradually shifting into a relaxed and sociable atmosphere by nightfall.
Sound Designed Around the Day
We began by mapping out the emotional journey of a typical SHACK15 member. From deep work in the morning to networking and socialising in the evening, the music needed to support multiple states of mind. We used electronic music as a flexible medium to do just that. Daytime playlists featured uplifting, lightly percussive tracks with minimal vocals to promote focus, while still offering energy and texture. The musical arc helped guests feel more in control of their day, without ever becoming distracting.
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Evenings with a View
As the sun begins to set and the glow fills the space, the sound slowly transitions into a more ambient, textured palette. Softer tempos, analogue synths and lo-fi edits replace the sharper rhythms of the workday. This gentle shift helps signal the end of the working day, and sets the tone for a more relaxed, sociable atmosphere. The music flows with the light, allowing the space to gradually become a lounge-style environment for members and their guests.
Bespoke Electronic Identity
Rather than relying on generic lounge or lo-fi tracks, we curated a completely bespoke electronic sound that feels modern, subtle and distinctly SHACK15. Drawing from a range of genres including minimal house, ambient techno, and analogue electronica, the playlists offer familiarity to regular listeners but feel unexpected to new guests. This electronic-first approach allowed SHACK15 to stand apart from more traditional workspace environments and align with the city’s forward-thinking creative culture.
Syncing Music and Lighting
To enhance the transition from day to night, we worked with the SHACK15 team to sync music cues with the lighting system. As the playlist begins to shift into evening mode, the lighting softens and shifts in tone. This creates a subconscious moment of transformation, where members realise the space is no longer just a place to work, but somewhere to unwind, connect and celebrate.
A Seamless Brand Experience
The sound now plays a foundational role in SHACK15’s brand identity. It helps define the culture of the space without saying a word. Members have commented on how much the music improves their mood and focus, and the seamless transitions throughout the day create a sense of flow that mirrors the way the space is used. Music has become a signature element of the SHACK15 experience, woven into the very fabric of the community.
Impact and results
Members noticed the difference immediately. The curated sound improved focus during work hours and created a natural point of transition as the day progressed. The transformation into a lounge-like atmosphere at night has become one of the defining features of the space, reinforcing SHACK15’s role as both a workspace and a social hub.
“Altaura enables us to over deliver on a foundational element of our brand experience, with the level of service and seamlessness that is impossible to replicate.”
our work
Altaura helped SHACK15 build a distinctive sound identity that adapts with the pace of the day. Through carefully crafted transitions, a bespoke electronic sound, and subtle integration with lighting, the space now feels fluid, intelligent, and unmistakably San Francisco.
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