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Increasing Customer LoyaltythroughCustom Soundtracks

for Vitra

Handpicked music adds audible dimension to the spatial experience inside Vitra Haus.

Vitra is all about the power of design by creating furniture and environments that shape our thoughts and feelings. We have added another layer to this manifest: the power of music, turning Vitra's exciting ground for experimentation into a multi-sensory experience.

Vitra Haus Loft, Charlap Hyman & Herrero, © Vitra

The Swiss family-owned company is esteemed for its ceaseless dedication to turn homes, offices and public areas into creative and singular spaces through the power of design. Going beyond a mere product display, the Vitra brand always engages in fine resonance with architecture, nature and light. Its wide range of brand environments and versatile expressions, together with a desire to enhance the sensorial spectacle of the Vitra brand, calls for a reflection on music and sound.

Custom Soundtrack

By developing a distinctive brand sound for the VitraHaus, the company's flagship store, our mission was to achieve two things: underline Vitra's originality rooted in contemporary interior design and a pioneering spirit; and make the journey through the house itself as captivating as possible. Our answer was a brand radio that features vibrant content which changes with the dynamics of the venue and its visitors. The result - a multisensorial experience.

"The VitraHaus sound is just like the furniture you see", says Freddy Koulakiotis who has curated the soundtrack for Vitra. Timeless yet bold, ahead of our time, retro but still cool - just like Kraftwerk, Chet Baker, The Beatles or Radiohead used to be and still are.

Tip Ton, Photo by Florian Böhm, © Vitra

For our 10th anniversary we have redesigned the entire VitraHaus, also with regard to the music. The playlist, which changes according to the time of day and season, atmospherically underlines the various interior and product presentations of Vitra.

Till Weber, Creative Director / VitraHaus

Among the company’s wide range of brand environments, the focal point is VitraHaus - the flagship store designed by Basel architects Herzog & de Meuron. The internationally acclaimed venue in Weil am Rhein this year marks its 10th anniversary and welcomes visitors to experience the renovation it underwent on the occasion. In line with HearDis! credo, the music atmosphere for the space had to then address the underlying individuality of the brand, the innovative attitude of this prime experimental area as well the needs of a venue open to the public.

Vitra Haus, Weil am Rhein, © Vitra

Music Curation

Being Vitra’s prime experimental area, VitraHaus offers visitors a glimpse into the future of interior design. The music profile that originates is thus one that consistently and smartly conveys the core of the brand while emphasising the more contemporary features of its pioneering spirit.

The concept around the content curation on top addresses the needs of VitraHaus serving as a showcase area and store open to the public - inspiring visitors and motivating personnel. This means that throughout the day, the music alters features to best fit the energy level of the crowd: kicking off in the morning in a welcoming and chilled ambiance, it then gradually progresses in the later part of the afternoon into a more groovy vibe.

Each journey around the venue is therefore unique, particularly because of the catalogue size and technology behind the 24/7 stream: the music profile of VitraHaus currently comprises 2,500 songs and an extra 100 titles added each month. All songs are elaborately classified by HearDis! in-house AI which automatically defines the order of content playing.

The brand’s heart is present in the redesign of the space: the Vitra Home Collection, ranging from the great classics to the latest pieces by contemporary designers, is unveiled in a brand new interior concept by Till Weber with staging of famed Zurich-based stylist Connie Hüsser. Photo: Till Weber / VitraHaus (left), Connie Hüsser / interior stylist (right)

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