MUSI3041 Assignment1 Zheng Yunrui

Fieldwork Assignment on Commercial Soundscapes

Zheng Yunrui

On September 17 and 20, I visited the mall in International Finance Centre, abbreviated as 'ifc mall', located on the waterfront of Hong Kong’s Centre District. As an iconic world-class business and leisure destination, this 4.47 million square feet complex spreads over four floors with more than 200 stores. 

In order to immerse the target customers, the upper-middle class, in an inspiring entertainment experience, ifc mall creates a simple and atmospheric architectural style, combining with soft, relaxed and lyric music in low volume as background music, such as Jazz, Blues, Classical music, which is curated in a way that could match luxurious decoration style and demonstrate low-key taste. Meanwhile, I noticed that the broadcast speakers in these places are from a famous brand, named Bose. Another thing worthy to mention is that the white speakers mount in the white ceiling to coordinate with the overall tone perfectly, which shows the designer’s attention to details.

Wandering in the mall, I found that the programmed music in most stores is well-chosen and fits social desire from international dimension, demonstrating and reinforcing their own product concepts and identities, as well as attracting their target customers.

The stores that caught my attention at once when I entered the mall come from the fast-fashion brands, or maybe could call them McFashion brands, such as Zara, H&M and Uniqlo, since their foreground music is usually amplified pretty loudly, which is, while helpful to attract people passing by, sometimes strident for other consumers. Although these stores are from different brands, they have similar preferences for musical choices resulting from the comparable brand ideas. In this case, they are more willing to choose dynamic and fashionable music, mainly from pop music with noticeable melody and beats. I do believe this is in line with the strategy of the brand catering to contemporary young people's pursuit of trends. 

To be more specific, an American California-style brand, named Brandy Meville, targets the young women as loyal customers. I noticed there are several American-style paintings hanging on the wall, corresponding with the California-beach style and chic clothes. The songs they choose tend to be Country Music, which is dulcet and casual, such as Can't take my eyes off you, Mr. Blue Sky, Feel. There is no doubt that these kinds of design, no matter the decoration style or the music style, would appeal to trendy girls.

Turning to Starbucks, the programmed music there has a recognisable and defining characteristic. For instance, Starbucks always play the light instrumental music, Blues, Jazz & Bossa Nova Music, helping the customers soak in the relaxing vibes and fresh atmosphere. When I enjoyed a cup of iced Americano there, I observed lots of people sitting around me drinking the coffee while working, studying or just having a break. Accordingly, Starbucks seems to achieve its aim successfully to provide a good quality of delightful and casual environment for people with an extraordinary taste in music .

Another store worthy to mention is Apple Store, which occupies three floors in ifc mall and has beautiful floor-to-ceiling windows. The speakers there are long bars, grid-like inlaid on the ceiling. At the same time, the music style is refreshing and pleasant, such as Brussels, New soul, Viva la Vida. Here I want to mention something interesting. When I chatted with my friends about the programmed music in Apple Store, many of them were taken aback, “Does the Apple Store have programmed music?” Perhaps in people's subconscious, stores like Muji and Ikea always play some music, but they have never noticed Apple Store also play the programmed music.

I have gotten a greater comprehension and insight of programmed music after this exclusive and special experience. For such an international mall, the function of music has an important role in keeping the customers in a cheerful mood, stimulating consumption desire, as well as providing a unique entertainment atmosphere.