Signature Work · 2022
Starwood Hotels
Sonic Identity, AV Standards & Entertainment Strategy
1 Hotels, Baccarat Hotels and Treehouse Hotels were each built without a sonic DNA. None had a sonic brand bible or experiential programming guidelines. A third-party music vendor decided how each brand’s values should sound in each of its spaces. Guests moved through an experience that felt disjointed from one room to the next. L’Acqua Agenzia was engaged to define how each brand sounds, write the standards that build that sound into every new hotel, and direct the music and programming across the portfolio.
Sonic Brand Bible
Each brand received its own sonic strategy: what it sounds like, in which spaces, and why. Three brands with three different personalities, each translated into its own musical language. The bibles have been rolled out across 11 existing properties.
AV Brand Standards
AV brand standards were developed for each brand, so sound is specified before the walls go up. Every new hotel project builds its sonic infrastructure in from the start instead of fixing it after opening.
Daypart Design
Music is programmed to move with the hours, and with the lighting, from morning coffee to the rooftop at midnight. Each space sounds right for the time of day its guests are in it.
Creative Direction
L’Acqua leads the artistic expression of each brand. The curators and music partners now work from his brief, so every venue’s music and programming moves with the cultural trends its guests follow.
Expansion & Scale
Pre-launch experiential programming and oversight for 11 new hotel openings, with 15 more in the pipeline.
Three brands that had no sonic DNA now each sound like themselves, from the lobby to the beach club. Across 22 hotels and 96 F&B venues, including rooftops and beach clubs, music is specified, built in, and directed under one vision. Five years in, L’Acqua Agenzia remains retained, with 15 more hotels in development.
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