Assignment #1: Programmed Music in IFC Mall(Norah)
Assignment #1: Programmed Music in IFC Mall
Norah(Jiaqing Jin)
I chose IFC mall as my destination for this assignment on 20 September. The mall aims to cater to the middle and upper class. Especially as it is surrounded by International Finance Center, so many financial elites come to spend time after work. With more than 200 stores and mostly featuring international premier brands, IFC mall is one of the iconic world-class shopping malls. I collected some music and tried to make some comparisons between them. Also, with the AI tech, some of the recordings were identified as certain music pieces when I sorted them, so I chose to put the original music from the internet for better listening. For others that failed to be identified, the recording seemed to be the only choice.
1. Overall music in the mall
It is a very typical jazz piece played by piano and jazz drums, sounds like a small jazz band playing in the mall. Since it is played all around the mall by the stereos on the ceiling, so the volume is a bit low. But when you walk alone without speaking, you can always sense the music along the way. When I first walked in I was sweating, but amazingly the music did cool me off in a way. It’s like after being through a tough day, the music of the mall suddenly made people feel relaxed and comfortable, which made them want to stay. Also, it made me feel like being in an art salon. I think it’s super relevant to the mall's aim of successfully creating a premium shopping atmosphere for customers.
2. City’super
There is usually a supermarket in a shopping mall, and in a mall like IFC, it owns a premium one like city’super. To illustrate, I saw the price tag for one corn is 55 HKD. Come back to music, the music is accompanied by continuous fast-paced guitars and drums, while the melody is electronic synth music. A bit like a dance beat, the music is very joyful due to the accompaniment. Unlike the relaxing music in shopping malls, this music is more of a lifestyle, just like the imaginary background music of our daily lives. The music makes people feel positive and aware of the beauty of life, so in a way, it stimulates the desire to buy household items.
There is usually a supermarket in a shopping mall, and in a mall like IFC, it owns a premium one like city’super. To illustrate, I saw the price tag for one corn is 55 HKD. Come back to music, the music is accompanied by continuous fast-paced guitars and drums, while the melody is electronic synth music. A bit like a dance beat, the music is very joyful due to the accompaniment. Unlike the relaxing music in shopping malls, this music is more of a lifestyle, just like the imaginary background music of our daily lives. The music makes people feel positive and aware of the beauty of life, so in a way, it stimulates the desire to buy household items.
3. Laurèl
After that, I tried to visit several women’s clothing shops that cater to different categories of women. Laurèl is a premium brand aimed primarily at mature women over 30. The music is quite vintage and nostalgic, sounds like an old-school black song from the 1960s. You can even imagine a sophisticated and confident beauty appearing in front of you. In addition, It seems to belong to R&B, so people can feel the laziness and freedom from the rhythm, which happens to fit the target of the brand. Laurèl hopes to make clothes “luxurious and comfortable” by tailoring, colors and details, and “free” is one of the concepts of their band as well.
After that, I tried to visit several women’s clothing shops that cater to different categories of women. Laurèl is a premium brand aimed primarily at mature women over 30. The music is quite vintage and nostalgic, sounds like an old-school black song from the 1960s. You can even imagine a sophisticated and confident beauty appearing in front of you. In addition, It seems to belong to R&B, so people can feel the laziness and freedom from the rhythm, which happens to fit the target of the brand. Laurèl hopes to make clothes “luxurious and comfortable” by tailoring, colors and details, and “free” is one of the concepts of their band as well.
4. Zara
As we know, Zara owns a more diverse style and therefore can be adapted to the fashion needs of women of all styles. The music played here is a familiar pop song and the volume is louder than all the former ones. Since Zara is a type of shop where there are no sales giving help to recommend, the customers are free to pick and choose by themselves. In that case, I think the music should be both energetic and appealing. A popular pop song seems to be a safe choice. For me, once I happened to walk into a shop just because it was playing a popular song at the time that I truly liked. The speaker is located in the corner of the shop, so if you are intrigued by the music, you must walk deep inside the shop in order to listen to the music clearly. Surprisingly, I also saw a girl do a little dancing while picking up clothes at the corner along with the music.
As we know, Zara owns a more diverse style and therefore can be adapted to the fashion needs of women of all styles. The music played here is a familiar pop song and the volume is louder than all the former ones. Since Zara is a type of shop where there are no sales giving help to recommend, the customers are free to pick and choose by themselves. In that case, I think the music should be both energetic and appealing. A popular pop song seems to be a safe choice. For me, once I happened to walk into a shop just because it was playing a popular song at the time that I truly liked. The speaker is located in the corner of the shop, so if you are intrigued by the music, you must walk deep inside the shop in order to listen to the music clearly. Surprisingly, I also saw a girl do a little dancing while picking up clothes at the corner along with the music.
5. Brandy Melville
Brandy Melville is an American campus-style clothing shop that targets its customers mainly at schoolgirls and therefore has more affordable prices. The shop is decorated like the streets of New York. About the music, it is a famous American folk song called Mrs. Robinson which is the first folk rock song to win the Grammy Award for Record of the Year. It's like the music in the headphones of a college student wandering the American countryside. Since it's a small shop, you can even hear the guitar accompaniment clearly from the ceiling speaker all around the shop. This spontaneously creates a peaceful and welcoming shopping atmosphere, especially for those introverted students. For girls who are crazy about American style, the combination of music, decoration and clothes seems to be a perfect choice for them.
Brandy Melville is an American campus-style clothing shop that targets its customers mainly at schoolgirls and therefore has more affordable prices. The shop is decorated like the streets of New York. About the music, it is a famous American folk song called Mrs. Robinson which is the first folk rock song to win the Grammy Award for Record of the Year. It's like the music in the headphones of a college student wandering the American countryside. Since it's a small shop, you can even hear the guitar accompaniment clearly from the ceiling speaker all around the shop. This spontaneously creates a peaceful and welcoming shopping atmosphere, especially for those introverted students. For girls who are crazy about American style, the combination of music, decoration and clothes seems to be a perfect choice for them.
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