HearDis! created a comprehensive music concept for Stuttgart based mall Gerber
With more than fifty stores on three floors, a large food court, fashion stores and a design market, the Gerber quickly became a popular spot in the heart of Stuttgart after its opening in 2014. The musical positioning of a mall is always a special challenge due to its wide range and extended target group. How can Gerber address young mothers, teenagers, adults and seniors alike without seeming random and generic? How preserve its unique and distinctive sonic identity without excluding anyone?
An Integrated Music Concept
Following an analysis of the brand Gerber and its values, we determined the streams of visitors in the object with an extensive field study. Based on this data, we identified the temporal and areal distribution of the target subgroups within the object. This led us to the development of an individual music concept for Gerber, exactly tailored to the local situation. We precisely address the different target groups through four separate phases of the day, always in accordance with the Gerber’s brand attributes.
