You know something is off, but not what.
We listen across the experience and identify where the sound has lost clarity, coherence or intention.
THE GROOVE SOCIETYBorn in Dubai. Grown in Austria.
We create and operateSONIC EXPERIENCESfor spaces and brands.
One discipline. Two needs: create the experience, or operate it with consistency.
The First Door
Can you recognize your brand
Can you recognize your brand
with your eyes closed?
The Problem
Most brands invest in
Most brands invest in
what people see.
Very few design what people hear. Sound is part of how a place is recognized, remembered and felt.
People don’t remember perfection.
They remember how a place made them feel.
What We Do
We translate identity
We translate identity
into sound.
We listen to the brand, the space and the people moving through it. Then we shape a sonic experience that feels intentional rather than accidental.
We can create that experience from the ground up — or bring direction to what already exists.
Where We Usually Begin
Every story
Every story
starts somewhere.
Different brands arrive with different needs. We begin by finding the real starting point — not by forcing a package.
You have music, but it does not feel coherent.
We bring direction to what already exists: spaces, dayparts, energy, transitions, teams and guest moments.
You do not think this is a priority — yet.
We reveal where sound is already shaping memory, atmosphere and behavior, even when nobody is managing it deliberately.
The TGS Method™
From identity
From identity
to experience.
Every space has an identity. We understand it, translate it into sound and build the conditions for it to remain coherent over time.
One method. Five steps. Designed to move from intuition to something a team can actually use.
Observe
We listen to the place, the people and the moments that shape the experience.
Understand
We define the intention behind the brand, the audience and the atmosphere.
Validate
We identify what is aligned, what is disconnected and what needs clearer direction.
Design
We build the sonic architecture: identity, energy, dayparts, transitions and moments.
Evolve
We review, adapt and protect the experience as the business changes.
Identity
Atmosphere
Guest emotion
Operations
01 · Observe
Listen to the place
Before music, there is atmosphere.
02 · Define
Shape the identity
Mood, tempo, energy, memory and emotion become criteria.
03 · Design
Build the architecture
A living sound system for spaces, dayparts and guest moments.
What Composes A Sonic Experience
It is more
It is more
than music.
A sonic experience is a system of decisions working together — identity, music, people, technology and the way a place changes through the day.
Sonic Identity
The sound of the brand — recognizable, intentional and ownable.
Music Direction
Human curation, architecture, energy and transitions across moments.
DJ & Event Direction
Concepts, briefs and programming for live moments, artists and events.
Operational Direction
Volume, timing, handovers and the rules that protect the experience.
Team Alignment
A shared understanding of what should happen, when and why.
Platform Adaptation
Your platform.
Your platform.
Our direction.
You do not need to replace the technology you already use. We make it work with a clear sonic direction.*
* Also adaptable to other licensed business-music platforms, local systems or internal workflows already approved by the property.
Soundtrack Your BrandSiriusXM for BusinessMood MediaRockbotCloud Cover MusicSonos ProQsicSoundMachineCustom ChannelsJukeboxyTribe of NoiseBandtrack
Team Sound Culture
People protect
People protect
what they understand.
A sonic identity only lasts when the people operating the experience know how to protect it. We turn direction into a shared culture, not a document nobody uses.
One space. One personality. Every environment has its own emotional role — the music is a consequence of the concept, not the other way around.
Alignment
One shared direction so daily decisions do not depend on personal taste.
Energy & Dayparts
A clear understanding of how the experience should move through the day.
Volume & Mood
Simple criteria that protect atmosphere, sensitivity and intent.
Ongoing Culture
Keeping the identity alive as teams, seasons and concepts evolve.
Selected Experience
Three projects.
Three projects.
Three different needs.
The work changes with the context. The principle does not: create a clear sonic experience, then protect it in the real world.
Six Senses
Maldives
We reshaped the music direction across restaurant, pool and lobby — giving distinct spaces a more coherent identity and a clearer sense of place.
Identity across multiple guest environments.Starwood Hotels
Dubai
At Grosvenor House Dubai, our work extended across the hotel and distinct concepts including Embassy Club and Toro Toro by Chef Richard Sandoval — building differentiated musical identities inside one hospitality ecosystem.
Multiple identities. One operating vision.Cafe del Mar
Barcelona
TGS led the entertainment direction: DJ scheduling, event concepts, programming logic and the decisions around what should happen, when and how.
From music curation to full entertainment direction.TGSOS
THE OPERATING LAYER BEHIND THE EXPERIENCE
Direction, translated into every hour of the day.
Operate with precision.
Every day.
Creating the experience is only the beginning. TGS OS is the operating layer that keeps direction consistent across teams, spaces, schedules, incidents and guest touchpoints.
01 · PROPERTY OPERATIONSSee the property
See the property
as it is operating.
One context for spaces, checks, conversations, events and what needs attention now — without turning the experience into a spreadsheet.
02 · INCIDENTSSee it. Assign it.
See it. Assign it.
Resolve it.
A problem becomes an exact operational conversation — tied to the right property and space — instead of disappearing into calls, chats or memory.
01 Issue detectedOPEN02 Responsibility assignedOWNED03 Team respondsIN PROGRESS04 Review & resolutionCLOSED
03 · STAFFThe right context,
The right context,
in the hand of the team.
Staff does not need another dashboard. They need to know where they are, what needs them now and what to do next. TGS OS keeps that experience deliberately simple on mobile.
GUEST TOUCHPOINT · ROOM 214
Saalbacher Hof
Request housekeepingAvailable now
Request assistanceExact room context
Report an issueRoutes to the right team
FeedbackGuest-safe
Just like magic, touch your phone and you’re in. The exact guest experience opens for the place you are standing in — no app download and no staff login.
04 · GUEST TOUCHPOINTSEvery physical place
Every physical place
can become a point of connection.
Our touchpoint layer connects physical spaces to contextual digital experiences. Guests can discover what is happening, request help, see a promotion or interact with the exact place they are standing in.
PHYSICAL TOUCHPOINTS · SMART TOUCHLESS TECHNOLOGY
The physical place becomes actionable.
Just like magic, touch your phone and you’re in. Our smart touchless technology turns each exact physical location into a smart checkpoint with the right digital context — instantly. The same layer serves hotel operations, guest experience, events and festivals without asking people to download an app.
Tap the place.
Open the work.
Touch your phone at the exact outlet, room, technical point or event zone. TGS OS opens the authorised operating context for that place instantly.
Exact locationProperty · Outlet · Area · Event zone
Operational actionReport issue · Run check · Open context
RoutingThe right team receives the right place automatically
TraceabilityInteraction, status and follow-up remain attached to the context
Useful from a hotel floor to a festival site: bars, stages, VIP areas, entrances and service points can each carry their own exact operating context.
Tap the place.
Open the experience.
Touch your phone at the exact guest location and the experience opens instantly — room, pool, rooftop, restaurant, spa, activation or event.
RoomInformation · Housekeeping · Assistance · Feedback
OutletOpening hours · Menu · Promotion · What is happening now
ExperienceMusic context · Event information · Programme · Guest requests
Festival / eventStage information · Timings · Food & beverage · Guest-safe updates
One physical tag. One exact context. Different information and actions depending on where the guest is standing.
What TGS can operate around the sound.
Music remains the centre of our work. Technology lets the direction live consistently across the business, the team and the guest journey.
01
Music Direction
Sonic identity, playlist architecture, dayparts, energy, transitions and ongoing curation.
02
Music Scheduling
Translate direction into the right programme for each space and moment.
03
Operations
Incidents, checks and conversations tied to the exact property and outlet.
04
Guest Touchpoints
Smart touchless experiences for rooms, pools, rooftops, restaurants, spas and events.
05
Outlet Promotion
Surface guest-safe information, programmes, menus, moments and promotions at the place where they matter.
06
Team Alignment
Give managers and staff the context needed to protect the experience every day.
LICENSED BUSINESS MUSIC
Music designed for commercial hospitality use.*
We work with licensed business-music platforms and adapt TGS direction to the property’s approved playback environment.
*Public-performance and neighbouring-rights requirements vary by country and venue. Additional local licences may be required and remain subject to the applicable collecting societies and local law.
The First Door
A Sonic Strategy Session
Before designing anything, we listen. We understand the brand, the spaces, the audience and where the experience stands today.
Every atmosphere has a rhythm. Our work is to uncover it before choosing a single song — then decide whether the need is to create, operate, or both.
Why The Groove Society Exists
Built from music.
Built for real experiences.
The Groove Society grew from more than two decades of work across music, hospitality, entertainment and international guest experiences — from Barcelona to Dubai, the Maldives and Austria.
Founder & CEO Chema Dezarate built TGS around one belief: the most memorable places are not defined by price alone. They are the places that make people feel something — and know how to protect that feeling over time.
Worked with
Saalbacher Hof · Pioneer DJ · Six Senses · Starwood Hotels · Buddha Bar · CDLC · Café del Mar · Ministry of Sound · Hedkandi · Embassy Club · Toro Toro
Start Here
Create it.
Create it.
Operate it.
Or both.
A focused conversation to understand where your experience is today, what needs direction and what the right next step looks like.
Chema Dezarate · Founder & CEO · The Groove Society