PlayNetwork, producer of media experiences for brands worldwide, has created an audio in-store customer experience for sunglass brand Ray-Ban at its Covent Garden flagship store. The bespoke in-store profiling cements PlayNetwork's position at the vanguard of innovation in brand associations.
Ray-Ban has a distinguished and long-standing affiliation with music, which is reflected by its current 'Never Hide' campaign as well as Ray-Ban Room sessions which feature up and coming artists and 'Backstage', recorded at the biggest summer festivals. This strategy is complemented by PlayNetwork's unsurpassed relationships with record labels ensuring the latest pre-releases grace Ray-Ban's high-traffic London centre-piece.
PlayNetwork's specific 'heritage' music profiles are designed to reflect Ray-Ban customers' formative years so that the latest niche synthwave and electro-pop tracks are interspersed with songs by classic indie artists such as Joy Division and Oasis. Working closely with Ray-Ban's creative agency, PlayNetwork discovered the brand enjoyed a passion for emerging independent acts, highlighted by the fact that many are played in store long before they appear on radio 'A' lists.
The in-store music is very immediate and hits the customer as they enter the shop. The atmosphere is more chilled in the morning and ramps up over the course of the day while at the weekend a club feel is the preferred vibe. Updates to the profile are made monthly, not only for the latest tracks but also additions to the 'heritage' tracklisting.
Dharmendra Patel, Managing Director of PlayNetwork EMEA, said: "Ray-Ban is synonymous with music - musicians from Roy Orbison to Bruno Mars have all enjoyed their effortlessly cool appeal. When creating content for Ray-Ban's Covent Garden flagship store, it was critical to reflect this association through carefully selected 'heritage' tracks to the latest unsigned artists."