case study
the sound of hakkasan
A GLOBAL LUXURY DINING DESTINATION
Hakkasan is a global fine-dining restaurant group known for its modern interpretation of Cantonese cuisine, immersive interiors, and high-end hospitality experience. From London to Dubai to Las Vegas, Hakkasan attracts an international, design-literate clientele. They are city professionals, global travellers, creatives, and guests who expect a complete sensory experience, not just exceptional food.
For this audience, atmosphere matters. Lighting, materials, service, pacing, and sound all contribute to how a space feels. Music is not entertainment here - it is part of the architecture of the experience.
hakkasan - the brand
FIRST VISIT
“The space looked like Hakkasan, but it didn’t sound like Hakkasan.”
When I first walked into Hakkasan, the interior was already doing a lot of the work. The design, lighting, and textures clearly communicated quality and intent.
Sonically, there was an opportunity to bring the music back into closer alignment with the space. Some of what was playing worked well in many restaurant settings, but it didn’t always feel specific to Hakkasan.
The aim was to reconnect the sound with the distinct identity that had originally set the brand apart.
“Pathaan was instrumental in musical brand direction for Hakkasan, Yauatcha and Sake No Hana. Curating a soundtrack that was ahead of its time and emulated many times over as an inspiration to others. Music programming plays a huge and very understated part of the brand landscape and Pathaan delivered every time.”
THE BRIEF
“THE JOB WAS TO BUILD A SOUND THAT BELONGED TO THE ROOM, THE PEOPLE IN IT, AND FLOWED WITH THE RHYTHMS OF THE SPACE”
The brief was to manage the sound branding for the entire Hakkasan Group:
• Establish the global sound of Hakkasan
• Develop, manage, and refresh playlists across venues
• Manage the sound quality and delivery of music
• Vet, brief, and quality-control DJs worldwide
• Maintain consistency while allowing for local nuance
• Create a digital presence for the Sound of Hakkasan
In short - to create a sound that belonged to the rhythms of the space.
THE VISION
“The aim was to create an inimitable sound experience. No clichés”
The sound needed to reflect the same values as the food, service, and design…
• Luxury
• Unique
• Global
• Contemporary
• Textured
• Sophisticated
• Vocal-light
• Atmospheric without being passive
No clichés. No obvious world-music references. No spa feel. No generic background playlists. The aim was to create a sound that felt distinctive, contemporary, and appropriate to an international luxury dining environment.
THE PROCESS
The process started with observation. I spent time in the restaurants at different points of service paying attention to how the energy of the room changed.
I wasn’t listening to the music - I was listening to the room. How people arrived, how conversations flowed, and how sound affected atmosphere. The aim was to understand the natural rhythm of the space.
A sound library was then created from the ground up of around 10,000 tracks - and counting. We worked with a partner company to programme the sound.
Technically the sound system was placed according to the layout, fixtures, and materials in the room, which all influence how sound behaves.
THE DJS
Hakkasan operates globally, and DJs play a role in maintaining energy in the space. However, this is never about performance. We create a shared understanding of the brand’s sonic identity.
DJs are briefed to understand that their role is to support the room. They are trained on the emotional arc of the space, the brand guidelines, and the importance of checking the room.
“YOU’RE NOT DJING THE PLAYLIST - YOU’RE DJING THE ROOM.”
Sound influences behaviour quickly and often subconsciously. Volume, frequency, and tempo affect posture, conversation, and comfort.
Too quiet, and the room feels exposed. Too loud, and people tense up. Even very small adjustments can change how a space feels almost immediately.
This sensitivity is why sound direction needs ongoing attention rather than a one-fits-all approach.
“Pathaan, our trusted Music Director had full creative freedom. He established the relevant brand guidelines and established playlists and parameters for DJs to follow to match the vibe of the Hakkasan, Yauatcha, LingLing and Sake-no-Hana brands. “ - Michael Neuner. Managing Director Rhubarb Hospitality Europe
sound shapes the room
“Volume is emotional. Placing can guide a conversation”
STORIES: ONE NEW YEAR’S EVE…
There are moments when the impact of sound becomes clear.
One New Year’s Eve at Hakkasan Hanway Place, the room was full and energised. As the clock struck 12, a carefully timed track lifted the atmosphere to joyful. Instead of guests leaving early as they usually did for London fireworks, they stayed. One family commented that the evening reminded them why they first fell in love at Hakkasan. This was the first time they had returned as a family.
These are moments that are the result of attention, timing, being intuitive of an occasion and understanding how sound impacts people.
“MUSIC SITS INSIDE MEMORY LONG AFTER THE EXPERIENCE ENDS.”
from generic to iconic
Over time, the sound became an integral part of the brand again. Staff felt the difference. Regular guests noticed it. The atmosphere felt cohesive, intentional, and unmistakably Hakkasan.
Sound was no longer background. It was part of the identity.
“SOUND IS PART OF THE ARCHITECTURE OF EXPERIENCE. SOUND IS A BRAND ASSET”
THE LEGACY
“Pathaan brought an expert approach and forward-thinking musical taste - his vision set the tone across all the brands. Working closely with our PR team we brainstormed when needed, but I also trusted him to run with the creative direction. His selections elevated our venues with music that felt intentional and classy – very much on brand. I’d recommend him to any team that wants sound direction that has vision and impact.” - Chief Marketing Officer
Our work at Hakkasan demonstrates how deeply sound can shape experience, behaviour, and memory in hospitality. It has set a benchmark for how music direction can operate at a brand level rather than as an add-on.
For House Sound London, it represents the foundation of a practice built around listening, precision, and long-term sonic stewardship which continues to this day.