The client needed strategy, branding and create a memorable and unique VIP bar for one of the worlds busiest live entertainment arenas.
SSE Hydro required an engaging brand for the transformation of a small backstage storage area into a social destination where customers could feel connected with the venue and feel a real sense of exclusivity. Working with the great team at 442 Design, the space was designed to enhance the overall customer experience. The Clubhouse provides an intimate surrounding with a more personalised service.
Having worked with SSE Hydro on previous projects we had a good understanding of both the commercial needs for the client and the thirst of today's customer for unique experiences that they can connect with. An extensive analysis process revealed exactly how customers engaged and travelled through the venue allowing us to form a strategy to enable us to connect with SSE Hydro customer at every touchpoint. The creative concept was born from the bar's location in the dark deep corridors that are usually only reached by roadies and artists. From here we delved further into the stories of the artists that had performed at the venue and designed an interior influenced from 'what goes on tour stays on tour' If only we could share some of the stories we discovered ... but our lips are sealed!
Credit Work completed while at 442 Design
The Clubhouse was transformed into a VIP bar with a luxurious dark vibe. Guests dine in decadent surroundings with an urban edge. We collaborated with a renowned street artist to apply bespoke artwork to elegant light fittings to give an air of rebellion while formal dining chairs go against the grain with feature fringing. The journey to the bar adds to the sense of discovery by transforming a small concrete corridor into a bulb lined rigging tunnel, with the backstage bar beckoning and enticing the customer. Genuine Access All Area passes form the Clubhouse reception area create a photo opportunity for guests where they can pause for a photo and take in some history of the venue. The Balcony is accessed through the bar and consists of a innovative viewing experience for the fan, offering uninterrupted views of the stage from bespoke leather armchairs and drinks delivered direct to their seat.
Through 3D rendered visuals membership for the Balcony sold out before launch giving the client immediate returns on investment. The Clubhouse has proved to be a popular additional and unique offer to the venue and guests continue to enjoy having a VIP and bespoke level of service to complement each event.
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