Written By Cate Trotter on Monday, March 3, 2008 at 2:13 AM | In Lifestyle Trends, UK
Offering clubbers the ultimate in convenience and cool, clubs are extending their experiences to onsite luxury accommodation.
Trend description:
Businesses are increasing revenue opportunities and extending the touchpoints of their brands by incorporating accommodation into nightclub experiences. A more exclusive option than visiting the club alone, users gain status by upgrading their visit to staying overnight. More practical benefits include ease of finding accommodation, guaranteed entry to the club, avoiding queueing in the cold, organising cabs home, and the need to take and check in coats. Businesses benefit from higher turnovers, created through the synergy of users spending longer with their brand and paying more for the higher quality experience.
Cases:
Dex, Brixton, London
Featuring a bar that’s open 24/7, a master suite complete with turntables and mixer, seven other bedrooms and a roof terrace complete with an outdoor hot tub and Bedouin smoking tent, members’ club Dex is nearing completion. The club to attract DJ parties and album launches and currently books DJs to play 14-hour rooftop sessions.
Sanctum, Soho, London
This venture, valued between £3.5 and £5 million, is due to open in summer 2008. As well as a nightclub, 30 individually-designed bedrooms and nine suites, it will feature a 70-seat restaurant, 60-seater private cinema in the basement and rooftop gym and spa. Each room will be equipped with Bang & Olufsen entertainment system, iPod connection capability, Internet access, REN Skincare bathroom amenities, William Yeoward 500 thread-count sheets and Frette towels, bathrobes and slippers. Mark Fuller, the owner of London club Embassy who is behind the venture, commented: “I believe the future lies in intimate style-led venues.”
Print, Liverpool
Described as ‘a nightspot with accommodation rather than a hotel’, Print opened in Liverpool in September 2007. The building is made up of a nightclub in the basement, a bar on the ground floor, a restaurant on the first and a private member’s club on the second. The top two floors are made up of four double rooms and two penthouses, all equipped with memory foam mattresses, big, flat-screen TVs and marble bathrooms.
Trend Impact:
Users are happy to pay a premium to have a variety of activities and experiences at their fingertips, enabling them to engage in whatever activity they like, whenever they choose. New, multi-purpose spaces allow them to do this, offering both activity and rest with an essential guarantee of convenience and luxury.
Dex, Brixton
Sanctum, Soho
Print, Liverpool
‘Check in for bed & breakbeats’
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