Shopping is a multisensory experience. What you hear is no exception.

Shopping is a multisensory experience. What you hear is no exception.

"Music is such an important part of the business model as it helps create the brand," said Adam Johnson, co-owner of home decor and general store Aesthetic. "It took us a lot of time to come up with a formula for what to play. Whenever we pick a new song, I always try to imagine myself in the clients' shoes, walking into Aesthetic for the first time."

We asked Aesthetic and other style locales what they play and how their musical identity reflects their businesses' personalities.

Clintonville Outfitters

2869 N. High St., Clintonville

On the playlist: Mostly relaxed but spirited bluegrass and rock - Mumford & Sons, The Devil Makes Three, Yonder Mountain String Band - from the staff's music libraries, online radio stations, NPR and the Live Music Archive.


716 N. High St., Short North

On the playlist: Sirius XM stations, particularly the 1950s or 1960s channels. "I have found that oldies resonate with all customers," said owner Allison Jayjack. "It is really good music."

Seagull Bags

240 N. Fifth St. Ste. 160, Downtown

On the playlist: It's all based on the staff's diverse tastes - from hip-hop and R&B, to traditional Irish music and opera (one staffer studied classical singing at Otterbein). Popular Seagull Pandora stations: Outkast, Band of Horses, and Crosby, Stills and Nash.

Jekyll & Hyde Hair Salon

16 W. Pacemont Rd., Clintonville

On the playlist: The staff frequently jams on Pandora's Scissor Sisters radio, and "I love the Gotye station when we are feeling calm and powerful," said owner Angie Hatzifotinos. "It has a great vibe that keeps our clients grooving and feeling fresh."


3341 N. High St., Clintonville

On the playlist: Songs that feel like lovely unexpected finds themselves. Read: indie staples such as Tegan and Sara, Karen O and The Kids, Ryan Adams, The Orwells and Lykke Li.

A Gal Named Cinda Lou and Cinda Lou

20 N. State St., Westerville

1898 N. High St., Campus

On the playlist: Classics. At the Westerville location, the team plays music from its vinyl collection (who wouldn't love to shop to Miles Davis' "Bitches Brew"?). The Campus store plays more modern rock and sometimes gets music from its neighbor, Johnny Go's House o' Music.

Candle Lab

751 N. High St., Short North

On the playlist: Anything that inspires creativity, like Motown, Etta James and Edward Sharpe & The Magnetic Zeros Pandora stations. "Hollywood Forever Cemetery Sings" by Father John Misty recently inspired the manager to create a candle with earth, summer lawn and champagne scents.