From the ever-changing restaurant scene in London to the growing contingent of small, design-led hotels leading an urban creative renaissance across the continent, Europe never stands still.
In such an environment, building a brand that will stand out and survive can be an exciting, demanding – and sometimes overwhelming – prospect.For restaurants, bars and cafés, the challenge is holding your own in the world’s most sophisticated market, where customer expectations run high and new concepts and openings are constantly adding to the competition. The places that thrive in Europe are the ones that don’t just serve good food, they elevate the entire dining experience, creating a sense of theatre and atmosphere through design, service and sound. Music is no longer an after-thought playing in the background, but an essential strand of a brand’s DNA.
Europe’s hotel landscape has also become a very different place over the last decade. The timelessly glamorous grand dames of London, Paris, Rome and Madrid are still going strong, of course, but a new breed of forward-thinking five-stars, rejuvenated country-house escapes and edgy urban art hotels has placed style and personality front and centre, while a trend for hyper-localism has sent guests in search of stays that radiate an authentic sense of place.
Retail too is transforming. In the age of the internet, as shopping moves online, real-world stores have to compete on more than just range and price – they have to capture footfall, loyalty and revenue by creating immersive experiences that keep the attention of an ever-more demanding and less loyal customer base.
In every lifestyle sector, an increasingly urgent truth is emerging: compelling and consistent sensory branding is key to survival in Europe’s diverse markets – and sound is integral to that.
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