Grosvenor Europe soundtracks its centre
Published: 16 March, 2017
International property group teams up with Soundtrack Your Brand
Grosvenor Europe, has partnered with Spotify-backed Soundtrack Your Brand, to create the music streaming service’s first shopping centre playlist. Soundtrack Your Brand has previously created playlists for individual brands and retailers, but this is the first time they have worked with an owner and manager of a shopping centre to look at the wider musical identity of a real estate asset.
The soundtrack, played at Skärholmen Centrum (SKHLM), Stockholm and available on Spotify, was curated following an analysis of the most popular music in the shopping centre’s catchment area. The soundtrack will be updated quarterly to constantly mirror the tastes of the local catchment area and it is hoped, increase customer allegiance to the centre.
Carl Strufve, director Nordics, Grosvenor Europe, commented: “Until now, individual retailers have managed their own playlists designed to their target consumers’ tastes, but there has been little cohesion between stores and the wider communal areas of a centre. By developing an audio identity, we can take visitors on a seamless journey through Skärholmen Centrum, creating a more enjoyable shopping experience for our visitors.
The next phase of development with Soundtrack Your Brand will allow Grosvenor to adapt each playlist in different areas of SKHLM, to more accurately mirror the type of activity taking place.
Grosvenor is considering rolling out the programme out across its other retail assets in Europe.