The Dolder Grand was looking for more than sophisticated background music for its 5 star superior hotel.
Using the Music Profiler, with its "archetype" and "brand values" components, amp generated a very precise profile of The Dolder sound. amp strengthened The Dolder Grand's holistic brand identity as a hotel is (more than an accommodation but) an overall concept, an expression of style, an attitude.
- Workshop at The Dolder Grand Resort in Zürich with Branding and Marketing for defining the Do's and Dont's of the Sound of Dolder
- Compilation of the Dolder Music Library with different playlists having regard to the human bioryhthm and other hotel enviromental conditions
- Implementation of the Dolder Grand Music Library in all public areas in the hotel, including also the SPA
- Consulting, music research and licensing for digital media films (e.g. for the Epicure Gourmet Festival at Dolder Grand)
- Development of own music concept for the 2 stars restaurant "The Restaurant" in the Dolder Grand
GLOBAL CEO AT AMP
from the Interview in "Hotel & Technik": “[...]the culinary experience in The Restaurant is characterized by those innovative, surprising moments, which capture the full attention of the guest.
Our music concept for The Restaurant is focused on diversity, familiarity and convergence to the gourmet cuisine of Heiko Nieder, setting the perfect stage for your meal"
THE APPROACH: HOTELS - MORE THAN JUST ACCOMMODATIONS
A hotel is an overall concept, an expression of style, an attitude. That is why music is critical for cultivating your hotel's image. Music can indicate a high quality of service or express a lifestyle of high demands. Music heard in a hotel expresses and prescribes the in-house lifestyle of the setting.
DEFINING AND CREATING THE SOUND FOR THE DOLDER GRAND
In order to create a Dolder Grand-specific and exclusive sound, amp collaborated with the The Dolder Grand branding team to develop a concept which both incorporates The Dolder Grand’s brand values and the profiles of its their human archetypes. This concept serves as the basis for the implementation of the "The Dolder GrandMusic Library" in all public areas of the hotel.
THE DOLDER GRAND MUSIC LIBRARY
1st step: from the artist to the song
To get started, amp first filled the The Dolder Grand Music Library with potential songs by so-called "core artists", who match The Dolder Grand's brand values. By looking for other artists with common attributes (across all genres), the list of core artists was expanded.
2nd step: from the song to the The Dolder Grand brand
If the analysis of a song yielded a correspondence with the The Dolder Grand archetypes and brand values, then the title was added to the The Dolder Grand Music Library.
3rd step: playlists for different times of day
Based on human circadian rhythms, the songs from the The Dolder Grand Music Library were sorted into playlists for different times of day. According to the energy levels of the songs, they were placed into the appropriate playlist to fulfill particular needs according to the human performance of the setting.
THE DOLDER GRAND TOPICS
As the result of amp's collaboration with the Dolder Grand Branding team, amp was able to define The Dolder Grand’s brand values acoustically. By categorizing brand values and understanding the themes, amp was able to attribute musical parameters to each playlist.
Click on the pictures to listen to the themes on Spotify:
ABOUT THE DOLDER GRAND
The Dolder Grand (formerly known as Grand Hotel Dolder) is a 5 star superior hotel in Zürich located on Adlisberg hill. Spreading out over 40’000 m² it offers 173 rooms and suites, two restaurants, a bar, 13 conference rooms and a 4’000 m² Spa. "The original "Curhaus" dating from 1899 presents itself as the luxury-class City Resort. The hotel’s elevated location, between the pulsating life of the city and a refreshingly natural green zone, provides a magnificent view of the city of Zurich, the lake and the Alps." (source:http://www.thedoldergrand.com/en.html)