MIDDLE EAST & NORTH AFRICA
"I've had the pleasure of being able to work with Music Concierge since 2007 in four very different properties and I've always been delighted with their creativity and results.”
Jason Harding,
General Manager, Taj Dubai
"I've had the pleasure of being able to work with Music Concierge since 2007 in four very different properties and I've always been delighted with their creativity and results.”
Jason Harding,
General Manager, Taj Dubai
Over the last two decades, the modern Middle East has worked hard to create a global reputation for luxury hospitality and high-end retail, nurturing a densely competitive market of ultra-premium hotel brands and haute fashion outlets.
In this relatively short space of time, ambitious luxury brands have raised the bar in terms of design, service and innovation. In locations such as Dubai, Doha, Marrakech and Abu Dhabi, properties are packed in tight and fighting for attention – differentiation is essential to survival.
Brand owners are recognising more than ever that creating an emotional bond with their international guests and local residents through inspiring, engaging and authentic music experiences has a significant impact on repeat visits and word-of-mouth promotion.
Alongside this established luxury sector, a new breed of home-grown, independent F&B concepts and lifestyle hospitality brands is rapidly gaining traction, exposing a strong market demand for diversification and authenticity. Brands such as VIDA Hotels & Resorts, Jones The Grocer, Slider Station, JA Resorts & Hotels, and Rove Hotels by Emaar are responding to a growing customer base in search of more diverse experiences that connect with their lifestyle, culture and style on a deeper, more meaningful level.
For both groups, finding a creative partner who can accurately translate their unique DNA into an immersive selection of music experiences is often a source of frustration. Music Concierge recognises that, as the region evolves, immersive, brand-resonant music solutions will be increasingly integral to ensuring that the luxury brands of the Middle East and North Africa establish distinct, compelling identities that allow them to stand out and survive into tomorrow.
The Middle East is at the crossroads of the world, a meeting point of globetrotting cosmopolitans as well as the home of musically diverse international cultures.
It takes on-the-ground insight to craft original brand playlists that look beyond ‘anodyne international luxury’ or ‘foreigner-friendly Arabian’. Close understanding is essential to accurately translate local music heritage, the lifestyle of a diverse international clientele and the personality of the brand into an engaging and authentic soundtrack.
Music Concierge’s MENA team knows that one size does not fit all, and that Dubai and Doha are very different places. A deep-seated understanding of the local music scene, past and present as well as a clear understanding of how to intertwine international music into the fabric of a brand’s signature sound is critical to the development of a captivating identity and sense of place.
Music Concierge has operated in the region since 2007, developing an extensive understanding of its varied commercial climates and cultural backgrounds, giving us the tools to create soundscapes that are unique, ahead of the curve and true to their surroundings.
"We are thrilled that Music Concierge has successfully created such a brand-focused approach at the Upper House, where our guests can emotionally connect to us."
Dean Winter,
Area General Manager
Hong Kong, Swire Hotels
Harvey Nichols
With almost two centuries of high-end fashion heritage, Harvey Nichols recently undertook a large-scale brand update.
With not much change in the retail experience over the past decade, the music in stores had become detached from the brand’s ‘fearlessly stylish’ identity. Music Concierge developed ahead-of-the-curve playlists that reflected Harvey Nichol’s passion for distinctive style and distaste for bandwagon fashion, while inspiring the brand’s audience of style-conscious, highly individual professionals.
“MUSIC CONCIERGE HAS EXPERTLY CRAFTED OUR BRAND’S NEW MUSIC IDENTITY. THE TEAM ARE INCREDIBLY ATTENTIVE, CREATIVE AND TOTALLY COMMITTED TO GETTING THINGS RIGHT.”
Gemma Hare,
Brand Guardian
Harvey Nichols
To read the full case study, please email info@musicconcierge.co.uk
Taj Dubai
Taj Hotels’ Middle Eastern venture is an expression of heritage Indian glamour in Dubai.
To stand out from the dense luxury-hotel competition, it needed a soundtrack that preserved its Indian origin but remained in keeping with the fast-paced cosmopolitan glamour of the surrounding city. Music Concierge compiled a set of playlists designed to weave together the varied facets of Taj’s brand identity, taking cues from tradition to create a stylish and ultra-modern expression of Indian culture.
“I’VE HAD THE PLEASURE OF BEING ABLE TO WORK WITH MUSIC CONCIERGE SINCE 2007 IN FOUR VERY DIFFERENT PROPERTIES AND ALWAYS BEEN DELIGHTED WITH THEIR CREATIVITY AND RESULTS.”
Jason Harding,
Area Director & General Manager
Taj Dubai
To read the full case study, please email info@musicconcierge.co.uk
VIDA
A place for the next generation of entrepreneurial minds, new hotel brand Vida is an urban hub for the UAE and beyond.
The brand needed its own signature music identity that distinguished it from the cookie-cutter sound of many hotels in the region. Sourced from independent record shops across the world, the hotel’s core music DNA is presented in the lobby lounge, with unique identities for its stand-alone F&B concepts to separate them as destinations in their own right.
“MUSIC CONCIERGE BLENDS THE MODERN, FRESH APPROACH OF THE HOTEL BY TUNING INTO GUEST’S INDIVIDUAL NEEDS ENSURING ALL NEEDS AND EXPECTATIONS ARE MET.”
Stefan Viard
General Manager
Vida
To read the full case study, please email info@musicconcierge.co.uk
Yas Mall
The first ‘super mall’ in Abu Dhabi, Yas Mall showcases around 400 international brands, making it one of the biggest retail centres in the UAE and an attraction for visitors from all over the world.
The mall needed a carefully curated signature sound that was elegant and chic enough to suit its brand, culturally diverse enough to appeal to the mall’s wide international audience, and appropriately paced to support the trading pattern and encourage browsing.
"ENSURING A UNIQUE VISITOR EXPERIENCE IS A PRIORITY FOR US AT YAS MALL. MUSIC CONCIERGE PROVIDES US WITH THE RIGHT MUSIC TO PERFECTLY COMPLEMENT THE CUSTOMER JOURNEY.”
Saoud Khoory,
Deputy General Manager
Yas Mall
To read the full case study, please email info@musicconcierge.co.uk
Rove Hotels
A bold and forward-thinking new lifestyle brand from the Middle East’s Emaar Hospitality Group, Rove Hotels brings a cosmopolitan and cultured environment to a clientele of globe-roving millennials.
Music Concierge developed an inspiring blend of contemporary tracks with ahead-of-the-curve artists that were apart from the mainstream, yet accessible enough to sound interesting and inviting. Influences from the local music scene were introduced to bring the atmosphere in line with Rove’s ‘pulse of Dubai’ brand identity.
“IN CREATING THE SIGNATURE SOUND FOR OUR EXCITING NEW LIFESTYLE BRAND MUSIC CONCIERGE HAS ENABLED US TO CONNECT WITH OUR DIVERSE INTERNATIONAL AUDIENCE AT A MUCH DEEPER LEVEL"
Kate Boyle,
Marketing & Communications Manager
Rove Hotels
To read the full case study, please email info@musicconcierge.co.uk