By

Madeline tailor
Does French music = French wine? Adrian North is one of my favorite researchers. In his experiments he combines genius and practicality. It is not easy to study the influence of music on wine. In 1993, he undertook a study in a wine bar, revealing the different purchases of various clients when listening to classical...
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Depicting a brand’s sound requires professionals capable of transferring a brand identity to sound. Sound branding constructs the sound identity of a brand. It can shape the emotional experience associated with a brand, defining its values and maintaining its memory. It is a medium to excite, involve, convince…it is a powerful instrument of communication to...
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Tailor Music
I am comfortably seated in the splendid Atrium Bar of the Four Seasons in Florence Up until now, for about two years, the music selection in the “living room” of the Four Seasons was comprised of classic jazz tracks, sung and played covers of famous songs. While I write now, a pleasant musical background flows...
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Tailor Music
What do you do for work? When a few years ago, I responded to this question with, “DJ,” I often heard back, “Yes, okay, but what’s your day job?” In the collective imagination it wasn’t seen as a profession. In the eyes of younger generations, “He played well,” he made a scene, he was cool;...
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Tailor Music
Four Seasons is synonymous with excellence It is not easy to wake up at 8 am after having gone to bed at 6. Sometimes I miss work, other times there are too many responsibilities, each equally important, that come at me all at once. The alarm sounds after two hours, two miserable hours of sleep....
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Tailor Music
The sound in principle Sound gave life to notes and words, which made the rules of verbal and musical language. Without “verbs,” sounds and gestures were the only way to communicate, a primitive code with which the human race evolved. The prestigious Encyclopedia Treccani defines communication: Render common, convey, teach, divulge, take note; make a...
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The image is of an unmade bed, beautiful to see but devoid of people This is how I lived during the entire Salone del Mobile in Milan in 2015. I am not an architect or an interior designer. I work with emotions and I know how to create them. Where they come from, what sparks...
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Tailor Music
“Physical” CDs or “virtual” playlists? In the previous article, we saw compilations as instruments of sound branding. In a time when physical formats are disappearing, the packaging and the possibility of touching something with your hands creates a strong sentimental value to evoke memories and splendour. However, this kind of marketing tool has some fixed costs and...
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When no one buys classical or traditional music anymore, brand compilation comes to assume strong emotional significance Communication in general, comprised of sound, is crossing a period of major revolution thanks to the digitization of audio content and the ease with which it circulates on the internet.  If this content was once sold in a...
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Every brand has its own visual identity, while the other senses rarely play apart in the brand identity Most organizations rely almost exclusively on the sense of sight to communicate who they are, what they do, and why they matter. Yet sound has incontrovertible potential in the creation of impressions. It has the capacity to...
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