Award-winning Fineline Design collaborates with recognised music expert Tony Clayton-Lea to design bespoke soundtracks to suit commercial interiors.
As a designer of bars, restaurants and retail outlets for over fourteen years, Denise Ryan of Fineline Design saw a need for a custom-made music service that is symbiotic with interior design. Tony Clayton-Lea, having designed one-off soundtracks for high-end hospitality environments, also recognised this importance and the pair teamed up with their combined expertise.
One of the most important yet overlooked elements of a contemporary public space such as a bar, café or restaurant is the music content. From the moment a person enters a room, the music has to be right. If it jars and/or irritates, then whatever mood or tone the space wants to engender is at risk of disappearing.
"We've had queries from clients who are looking for alternatives to generic music systems - or worse, such as CDs that are very often chosen by staff. Very often when out for lunch or dinner, unsuitable music
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will be played - more often than not on repeat - without a thought given to the customer's experience," says Denise. "Because music activates the limbic system of the brain, it creates an emotional response. This emotional response should be tapped into, so that customers come away with a complete and satisfying impression that makes them want to return."
By taking the client's preferences and requirements, Denise and Tony will design a soundtrack to reflect the interior. With experience of an extensive collection of music styles, genres and characters, Tony will compile a sample selection which will then be enhanced and expanded. This will be guided by customer profile, time of day and the desired mood.
According to Tony, "Music is, of course, a subjective thing, yet it's important to be aware that whatever music is chosen is balanced to reflect not just cool, style and sophistication, but also to make the listening experience inclusive. In other words, you do not want the music to be so unfamiliar and (so-called) cutting edge as to alienate the customer. Irrespective of whether or not the customer is a |
music fan, the music has to have a familiar base that can be defined as melodic and accessible."
An award-winning journalist and editor, and a recognised expert on contemporary music, Tony Clayton-Lea specialises in writing about popular culture and travel. In his line of work (which regularly takes him to the UK/Europe/US) he stays in a wide range of hotels, and visits an even wider range of bars, cafés and restaurants. In the majority of these, he regularly (and all too quickly) discovers that one of the most important elements of the modern, contemporary open space - the music – has not been strategically thought about or executed. He lives in County Meath, passing the time when he isn't working by creating the perfect soundtrack for the perfect bar/café/restaurant.
Fineline Design was founded by Denise Ryan in 2000 and specialises in the design of bars, restaurants & hotels in Ireland, Europe & the U.S.. She gains her inspiration from music-inspired travel which has taken her to locations such as Cuba and Argentina. Recent projects include The Coachhouse and Carousel Restaurant, Gorey, Co. Wexford. |
