The power of sound in retail: how shops can be designed as a feast for both the eyes and ears

Imagine stepping into a store. What do you notice first? The lighting? The scent? Or perhaps the sound? Music – and our emotional response to it – can draw us back to a place or keep us away. As spatial designers increasingly focus on multisensory experiences, music and audio are becoming essential tools for branding, both in-store and beyond.

Research shows that background music influences emotions, shopping behavior, and even how long customers stay. For retailers, these effects can translate directly to the bottom line. But how does sound create lasting connections between brands and their customers?

‘I often think about this experience,’ reflects Cedric Engels, co-founder of the sonic identity agency Sonhouse. ‘As a child, I visited Hotel Costes in Paris. They had a DJ playing music, and they sold their own CDs. I bought one, listened to it at home, and as an adult, I wanted to return to that place because of the music.’ This personal memory drives Engels’ work at Sonhouse, where he helps craft sonically branded spaces that extend into customers’ everyday lives.

For example, Sonhouse developed Dries van Noten Radio, a 24/7 in-store radio station tailored to the designer’s seasonal collections. The curated tracks, available for purchase as vinyl LPs in-store, create a seamless connection between the brand and its customers. Elsewhere, QR codes in stores and restaurants allow customers to take the in-store playlist home, reinforcing the brand’s identity long after they leave.

According to Julia Weyts, lead at Sonhouse Amsterdam, a brand’s sound signature can also bridge the gap between physical and digital experiences. ‘You can use the same music on social media,’ she explains. ‘When people hear it, they subconsciously associate it with the brand.’ Additionally, in-store music can quickly adapt to feedback or shifts in brand strategy, making it a flexible tool for evolving identities.

In a world where every detail matters, sound is more than just background noise – it’s a powerful way to create lasting impressions and build meaningful connections.

Credits: Frame Magazine, words by Chieri Higa