Nightlife jung walerud

Analyzing Trends | Fall 2013 Amy Jung and Cecilia Walerud

FUTURE OF NIGHTLIFE"

While nightlife used to be about individual expression, the future is headed towards a shared experience

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud

FORCES"

TECHNOLOGY! ECONOMY! GOVERNMENT!


FORCE 2: ECONOMY"

1.  Marquee Las Vegas, NV $80-90 Million 62,000 SqFt!7. LAVO Nightclub New York, NY $25-35 Million 6,000 SqFt!14. The Pool After Dark Atlantic City, NJ $15-25 Million 149,000 SqFt!14. Avalon Hollywood Los Angeles, CA $15-25 Million 18,520 SqFt!

“Unlike businesses with contracted revenues, nightclubs earn their money one drink, bottle, coat check fee and entry fee at a time”!

“Crowd curating is an extremely important part of running a of running a successful New York club because patron optimization -- generating that unique New York energy -- becomes more achievable”

ADANAI CLUB EFFICIENCY SCORE = (Revenue) / (Square Feet) / (Total Annual Operating Hours)!

SIZE ISN’T EVERYTHING!

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud All Data from ADANAI article, Dissecting Nightclub Revenue

Selections from Nightclub & Bar Magazine Top 100 Nightclubs

FORCE 3: GOVERNMENT"

BEHAVIOR/ ACTIONS: Regulations | Alcohol Sales | Noise Limitations | Non-Traditional Spaces !!

CODES: Restrictive | Hostile REACTION: Creativity | Resistance

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud Electric Daisy Carnival, Xandernation

“The State of California has a 2am last call rule. The period to sell booze is cut short. It also relies heavily on vehicular transportation”!

- ADANAI, Dissecting Nightclub Revenue !

THEMES"

ART! MUSIC!VENUE!


ART!

MILLENIALS"

70s/80s"

Social Media ---->!

“It was lawless New York, and you had the freedom to do things that you can’t do today. It wasn’t about money, you had to make an effort creatively to be a part of the club”!

Eric Goode of Area, Guest of Guest Interview!

Punk/ Pop Art ----------> Freedom Careless Expressive In the Moment !

Capturing the Moment Sharing!Transparency Ostentatious!

Area Nightclub!


“DBA is an art gallery, performance space, dance club, and more. Guest curators will transform the space into an entirely new experience every three to five months”! !

- LA Confidential Magazine!

ART AS HYBRID EXPERIENCE!

“revolves around the fact that they are arriving without preconceived ideas of what to expect”!


95% Of smartphone users looked up LOCAL information!

59% Visited the searched sites!

- 50 Mobile Marketing Facts, Jeanne Hopkins!


VENUE SEARCH"

PRE-PLANNED, LOSS OF SPONTENITY!

Scene Tap uses Facial Recognition Technology to collect real-time data of a given location ![ ]

Apothéke Bar !SOCIAL CRAFT!“The bar is no longer a bar. It’s a stage. A chemistry lab. All of our

cocktails are prepared with local and organic produce straight from our

rooftop herb garden”!

NON- TRADITIONAL!

VENUE!

LIVE PERFORMANCE!Fuerza Bruta is a 360 degrees experience of “dynamic music, visceral emotion, and kinetic aerial imagery”!“Floods the senses”!


EDM (Electronic Dance Music)!Bringing DJs into the Forefront!Large Crowds/ Festivals!

INTERACTION Xyloband used in Coldplay Live Concert!

Bracelets that triggered by Music and Crowd!Group Effort!

1024 Architecture’s Tesseract!4th Dimensional light mapping!

by Pier Schneider & Francois Wunchel !Real-time adjustments to sync with music !

Engulfing viewer !

TRANSCENDENCE

PUBLIC VS PRIVATE EXPERIENCE

MUSIC

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud 1024 Architecture: Francois Wunschel, Pier Schneider, Fernando Favier, Cinzia Campolese;

Deadmau5; Coldplay, Xyloband

BROOKLYN SUBCULTURE

“Formerly a homegrown community art space turned psychedelic venue partyhaus. Bring your friend, see the bands, try our beer, make out in the photobooth”!

- Glasslands Website!


KEY INSIGHTS!

SENSORY EXPERIENCE!* Visual aids in the experience of

the music * Audio-Reactive

SENSE OF COMMUNITY!* Connecting with people * Interacting with others

* Quality of crowd

IDENTITY!* Move away from money

establishing rank * Feeling significant by adding to

the overall experience


“People are drinking less than they once did, but they are drinking better.” !- New York Times !

CraD NOT Flashy: Value EXPERIENCE over MONEY!

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud Yayoi Kusama, Infinity Lights Exhibit, Tito’s Handmade Vodka, “High-‐end Vodka is Keeping Spirits Up”, Nora FitzGerald, New York Times

TREND OPPORTUNITIES!

Sensory Experience!

Russian Standard since 1998!Differentiation: 100% Russian – recipe, origin, and bottling of the vodka!Competition: Stolichnaya, Absolut, Grey Goose !‘Best vodka on the market award’ – Vanity Fair, 2006!

CLIENT


SIGHT!


“The Art of Vodka”!Educate public on GOOD vodka!

“Vodka is considered to have strong, medicinal immune-

boosting features”!

Establish Authenticity though stronger, appealing design. Get ahead of other

competitors by incorporating technology

such as holograms!

UTILIZING THE SENSES!

TASTE"

The bottle can be interactive by reacting to the consumer’s touch, or incorporating at home 3D

printing bottle design.!

TOUCH!

Nightlife jung walerud

Business

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