Grosvenor Europe and Spotify-backed Soundtrack Your Brand create first shopping centre soundtrack

Grosvenor Europe has partnered with Spotify-backed Soundtrack Your Brand, to create the music streaming service’s first shopping centre playlist.

Grosvenor Europe (Grosvenor), one of four operating companies of the privately-owned international property group, Grosvenor Group, has partnered with Spotify-backed Soundtrack Your Brand, to create the music streaming service’s first shopping centre playlist.

Soundtrack Your Brand has previously created playlists for individual brands and retailers, but this is the first time they have worked with an owner and manager of a shopping centre to look at the wider musical identity of a real estate asset.

The soundtrack, played at Skärholmen Centrum (SKHLM), Stockholm and available on Spotify, was curated following an analysis of the most popular music in the shopping centre’s catchment area. Split into three playlists of differing tempos, the soundtrack will be updated quarterly to constantly mirror the tastes of the local catchment area and it is hoped, increase customer allegiance to the centre. 

Carl Strufve, Director Nordics, Grosvenor Europe, comments: “Until now, individual retailers have managed their own playlists designed to their target consumers’ tastes, but there has been little cohesion between stores and the wider communal areas of a centre. By developing an audio identity, we can take visitors on a seamless journey through Skärholmen Centrum, creating a more enjoyable shopping experience for our visitors.

“This is important as we reposition the asset and introduce a wider range of fashion, food and leisure services at Skärholmen Centrum. It demonstrates our commitment to innovate, to ensure our assets offer the most modern and vibrant experience possible, so that they become the destination of choice for people to spend their time in.”

The next phase of development with Soundtrack Your Brand will allow Grosvenor to adapt each playlist in different areas of SKHLM, to more accurately mirror the type of activity taking place. The partnership is also working on technology to adjust the playlist to mirror individual visitor tastes.

Alf Tumble, Soundtrack Your Brand’s music curator, who developed the soundtrack, comments: “Soundtrack Your Brand built the SKHLM soundtrack to bring to life the musical identity of its visitors. We examined local listening data from Spotify and found the identity to be expressive, urban, and spanning multiple cultures. We used this information to ascertain the tracks that would most appeal to the different types of visitors, and at what times, based on their listening patterns. As a result the soundtrack constitutes of a mix of genres, languages and tempos. It is not your usual background music.”

Artists on the SKHLM soundtrack include home-grown Swedish heroes including Zara Larsson, international stars like The Weekend and Shawn Mendes as well as famous Arabic pop artist Humood Alkhudher, Colombian group Ondatropica and Kenyan-British electronica fusion group, the Owiny Sigoma Band.

Grosvenor is considering rolling out the programme out across its other retail assets in Europe. 

To listen to the SKHLM soundtracks, open or download Spotify by clicking here.


For more information contact:
Becca Dwyer
Grosvenor Europe
+ 44 (0)20 7312 6101

Notes to Editors

Grosvenor Europe

Grosvenor Europe invests, develops, operates and manages real estate assets and funds, with a focus on six European cities: Paris, Lyon, Stockholm, Madrid, Milan and Liverpool. Building on our recognised skills and the wider Grosvenor Group’s 300 years of experience in real estate, we adopt a long-term, value-add approach to investment, development and management.

We work closely with like-minded partners and aim to create value for our partners, shareholders and the local communities in which we work by creating compelling investment strategies that are expertly implemented by our local teams.

Previously known as Grosvenor Fund Management, as at 31 December 2015 we managed £3.5bn / €4bn of assets, including a portfolio of historical buildings in the heart of Lyon’s city centre in France, Liverpool ONE in the UK and Skärholmen Centrum shopping centre in Stockholm.   @GrosvenorEurope

Soundtrack Your Brand

Soundtrack Your Brand is a Spotify-backed company founded in 2013 on a mission to kill bad background music. Headquartered in downtown Stockholm, it has spent the last couple of years building the world’s best music streaming service for businesses. Soundtrack Your Brand provides businesses with a state-of the-art music platform and a scientifically proven content curation model, crafted by connoisseurs and perfected with technology. In February 2017, it raised $22m additional funding. See here for more information.

For more information, visit

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