How QSIC helped Mecca redefine beauty retail through music tailored to every space and shopper
15
audio zones in 4,000m² building
30
Playlists custom Curated
10
Tracks Curated
1
Hours of content
*Uplift was measured using a Difference-in-Difference (DiD) approach, comparing average sales during the campaign to a 4-week pre-campaign baseline and to control stores not exposed to audio ads.
Mecca set out to transform its Melbourne flagship into the world’s most immersive beauty destination. The vision was a multi-sensory experience where music elevated every space, from calm and luxurious perfumery lounges to the high-energy makeup floor, creating a store that felt both iconic and uniquely Mecca.
The flagship brought together fifteen distinct sections within a single building, from cafés and salons to retail floors and even an auditorium. Each space required its own musical identity that reflected the purpose of the area, the products on offer, and the audience it was designed to attract.
How can they align these different needs while keeping the overall brand experience consistent and high quality?
QSIC was involved from the earliest stages of the flagship project. Mecca handed our music experts the initial floorplans along with their creative vision for fifteen distinct spaces, making us part of the process from the very start.
Working zone by zone, QSIC translated these concepts into sound by curating more than 10,000 tracks and building playlists that reflected the purpose of each area and the products it showcased. Luxury fragrances were paired with calm, sanctuary-like soundscapes, while high-traffic makeup areas featured upbeat and recognizable tracks that captured the energy of the floor.
Every song was personally reviewed and listened to in full by a QSIC music expert, adding up to 1,037 hours of listening to guarantee fit and quality. Playlists were day-parted to match the natural rhythms of shopper traffic, and QSIC’s centralized management system gave Mecca a way to keep the music fresh, relevant, and scalable long after launch.
