Retail
Timothy Oulton, the British designer known for his distinctive blend of vintage charm and high-end craftsmanship, wanted to bring more character to his retail environments. The aim was to create a home-like atmosphere in each store, rooted in Tim’s personal taste. He had a deep love for 1970s music and wanted the music to sound as if it were being played on a record player. The stores also followed a daily rhythm, with order completions happening in the morning and browsing peaking in the afternoon. The challenge was to craft a sound that matched both the founder’s identity and the evolving energy of the retail space.
Altaura worked closely with Tim and his team to design a music strategy that was as curated as the furniture collections themselves. After long conversations about his influences, a tour through his personal record collection, and input from the store teams, we created a soundtrack that captured the soul of the brand. The playlists flowed with the daily rhythm of the business, becoming an emotional backdrop that helped shape both customer behaviour and brand perception.
Sound Inspired by Personality
The project began with a deep dive into Tim’s creative world. His passion for 70s rock, soul and rare groove records shaped the aesthetic direction. We aimed to capture the texture of vinyl and the energy of his favourite era while ensuring the sound felt appropriate across luxury retail spaces. This personal connection helped make the sound feel authentic and deeply aligned with the spirit of the brand.
Designing Music for the Flow of the Day
We designed a schedule that evolved throughout the day. In the mornings, the playlists were brighter and more focused, supporting efficiency for staff and helping customers complete purchases quickly. As the day progressed, the sound slowed and softened, creating a laid-back and immersive atmosphere that encouraged browsing and deeper brand engagement.
Texture and Format
To reflect Tim’s desire for a record player-like experience, the music curation leaned into warm analogue textures, soulful vocals and timeless grooves. While the system is digital, the playlists are constructed with the sensibility of a vinyl collector—sequencing, mood, and depth were all considered. This gave the stores an emotional warmth and sensory quality that felt closer to home than commerce.
From Retail to Event Spaces
The success of the sound in-store led to opportunities to curate larger brand moments. Altaura produced a series of events in the London flagship, including a high-profile collaboration with Bang & Olufsen. Featuring DJs such as Groove Armada and Daisy Lowe, the event brought major press attention and helped reinforce Timothy Oulton’s position as a brand where design, culture, and music intersect.
A Defining Part of the Brand
Music is now recognised by the team as a defining part of the Timothy Oulton experience. From daily store visits to global events, the sound reflects the same level of care, texture, and storytelling that goes into the product design. Each new location begins with a sonic conversation, ensuring that sound is never an afterthought but a part of the design process from day one.
Impact and results
The curated soundtrack has become a key part of the Timothy Oulton retail identity. Customers regularly comment on the atmosphere and return for the feeling it creates. Staff report higher engagement, and the music’s ability to shape customer behaviour has contributed to improved store flow and longer dwell times. The music strategy has also extended into high-impact events that drive visibility and cultural credibility.
“Altaura’s team have helped shape the character of our brands, by complimenting them each with a unique sound and experience. Each new project, whether it’s a new store or a new hotel, is designed with a lot of knowledge and passion for music.”
our work
Altaura helped Timothy Oulton translate a personal passion into a living brand experience. Through a carefully curated soundtrack, the stores now sound as distinctive as they look, warm, stylish, and full of character.
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