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Fully furnished with music: tsg creates bespoke content profile for ILVA

test 22 January 2007

Launched in the UK this year, ILVA has three 120,000sq ft outlets in Thurrock, Manchester and Gateshead, and aims to set trends within home d_cor and provide inspiration for customers in an enjoyable shopping environment.

Designed by acclaimed Danish architects Schmidt, Hammer and Lassen, the stores in Scandinavia have won civic architectural awards and have been hailed among the most modern and beautiful in Northern Europe. Infused with natural light and an interior built with glass, stone, steel and wood, the UK stores offer a contemporary and spacious shopping environment. The technical lighting system in each store comprises over 5,000 theatrical lights, bringing to life the spacious room sets and individual product ranges displayed.

Programming for ILVA needed to be just as stylish too and Ian Light, tsg’s media programming manager, has created a music signature that reflects the quality and eclectism of the ILVA offering, taking in pop, soul, rock and accessible r’n’b. Artists typically used in ILVA’s bespoke profile include The Beatles, Jack Johnson, The Feeling, Scissor Sisters and Hall & Oates, with the overall aim of making the music profile recognisable and inclusive.

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