Brand Goal

To reposition a high-end and highly renowned London venue through the implementation of a unique music programme

The Idea

To create a new concept within the typical London night-life scene whereby high-profile music acts are not advertised or promoted pre-event and surprise guests appeared with regular, secret ‘underground’ performances

What We Did

Using insider knowledge of musical acts about to break into the mainstream and highly established artists Brand Revolution created a high-profile programme of press-worthy events and invited influencers and credible Talent to view the performances, creating a "must attend" series of events that shifted the perception of the venue.

Brand Revolution secured a mass of feature, event and listing press (over 300 pieces in six months)  by inviting top tier media/contacts to the venue for the scheduled performances, hosting a series of influencer and press dinners and collating assets and stories for the press to use.

Gigs included an intimate performance from Alt-J prior to their Mercury Prize win, a lively set from Two Door Cinema Club, DJ set from world renowned Mark Ronson, a secret gig for family and friends from The Kills, a festive season special from international sensation Grace Jones, The Noisettes album launch, Marina and the Diamonds and a DJ set from James Blake for his birthday celebrations. 

The venue's reputation grew and saw the likes of Jude Law and Gerard Butler through it's doors on separate occasions to enjoy the eclectic music programme. Further guests at such music events included Nicole Sherzinger, Kelly Osbourne, Amber Le Bon, Saffron Le Bon, Nick Grimshaw, Jamie Winstone and Suki Waterhouse.

The venue was reported on in all key luxury and taste maker titles including Esquire, The Evening Standard  to Harpers, Dazed and Confused, Another mag etc.

TRADITIONAL PRESS:

The legitimacy of the venue as a food and drink offering was further enhanced through Brand Revolution creating a double page trend piece in the Evening Standard about building "Champagne Towers". No venues in the UK previously offered this service, as such the art was learnt by the venue proprietor - Gerry Calabrese - and a series of Master Classes were used to teach journalists as well as a tower being built for the Editor of Sunday times Style. The article was picked up by Global media and appeared in over 40 titles in six continents and started the Champagne Tower trend with over a dozen venues now offering the service.