FUTURE 

OF
NIGHTLIFE"
Analyzing Trends | Fall 2013

Amy Jung and Cecilia Walerud
While nightlife used to be about individual expression, the
future is headed towards a shared experience 

Analyzing Trend...
FORCES"

TECHNOLOGY!

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud

ECONOMY!

GOVERNMENT!
FORCE 1: TECHNOLOGY"
BEHAVIOR/ ACTIONS:

CODES:

Social Interaction | Social Media |

Real Time Data

| Stage Production!
...
FORCE 2: ECONOMY"
“Unlike businesses with contracted revenues, nightclubs earn their money
one drink, bottle, coat check f...
FORCE 2: ECONOMY"
BEHAVIOR/ ACTIONS:
!

Wall Street |

High Rent

CODES:

Responsibility

|

Analyzing Trends | Fall 2013 ...
FORCE 3: GOVERNMENT"
“The State of California has a 2am last call rule. The period to sell booze is cut short. It also rel...
THEMES"

ART!

Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud

VENUE!

MUSIC!
ART!

“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 h...
ART AS HYBRID EXPERIENCE!
“DBA is an art gallery, performance space, dance club, and more. Guest curators
will transform t...
VENUE SEARCH"

95%
59%

Of smartphone users looked up
LOCAL information!

Visited the searched sites!

- 50 Mobile Marketi...
NONTRADITIONAL!
VENUE!

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

MUSIC	
  

1024 Architecture’s Tesseract!
4th Dimensional light mapping!
by Pier Schneider & Francois W...
BROOKLYN SUBCULTURE 

“Formerly a homegrown community art space
turned psychedelic venue partyhaus. Bring your
friend, see...
KEY INSIGHTS!

SENSORY EXPERIENCE!
* Visual aids in the experience of
the music
* Audio-Reactive

IDENTITY!
* Move away fr...
TREND OPPORTUNITIES!
“People are drinking less than they once did, but they are drinking better.” !
- New York Times !
	
 ...
CLIENT	
  

Russian Standard since 1998!
Differentiation: 100% Russian – recipe, origin, and bottling of the vodka!
Compet...
UTILIZING THE SENSES!

TASTE"
SIGHT!
TOUCH!

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

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Nightlife jung walerud

  1. 1. FUTURE 
 OF NIGHTLIFE" Analyzing Trends | Fall 2013 Amy Jung and Cecilia Walerud
  2. 2. 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
  3. 3. FORCES" TECHNOLOGY! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud ECONOMY! GOVERNMENT!
  4. 4. FORCE 1: TECHNOLOGY" BEHAVIOR/ ACTIONS: CODES: Social Interaction | Social Media | Real Time Data | Stage Production! Interactive | Transcendence | Less Privacy, More Exclusivity!   Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud Zhivago’s Nightclub Nottingham 1980, Guest of Guest 2013
  5. 5. FORCE 2: ECONOMY" “Unlike businesses with contracted revenues, nightclubs earn their money one drink, bottle, coat check fee and entry fee at a time”! Selections from Nightclub & Bar Magazine Top 100 Nightclubs 1.  7. 14. 14. Marquee LAVO Nightclub The Pool After Dark Avalon Hollywood Las Vegas, NV New York, NY Atlantic City, NJ Los Angeles, CA $80-90 Million $25-35 Million $15-25 Million $15-25 Million 62,000 SqFt! 6,000 SqFt! 149,000 SqFt! 18,520 SqFt! ADANAI CLUB EFFICIENCY SCORE = (Revenue) / (Square Feet) / (Total Annual Operating Hours)! SIZE ISN’T EVERYTHING! “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” Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud All Data from ADANAI article, Dissecting Nightclub Revenue
  6. 6. FORCE 2: ECONOMY" BEHAVIOR/ ACTIONS: ! Wall Street | High Rent CODES: Responsibility | Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud Work | VIP Tables | Day and Night Venue Hybrids! | Flexibility | Quality over Quantity   The Golden Unicorn, NYTimes; Lima Lounge, Washington DC
  7. 7. FORCE 3: GOVERNMENT" “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 ! BEHAVIOR/ ACTIONS: ! CODES: Regulations | Alcohol Sales | Noise Limitations | Non-Traditional Spaces ! Restrictive | Hostile Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud REACTION: Creativity | Resistance   Electric Daisy Carnival, Xandernation
  8. 8. THEMES" ART! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud VENUE! MUSIC!
  9. 9. ART! “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! Area Nightclub! 70s/80s" Punk/ Pop Art ----------> Freedom Social Media ---->! Transparency   MILLENIALS" Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud Careless Sharing! Expressive Ostentatious! In the Moment Capturing  the  Moment  
  10. 10. ART AS HYBRID EXPERIENCE! “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! “revolves around the fact that they are arriving without preconceived ideas of what to expect”! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
  11. 11. VENUE SEARCH" 95% 59% Of smartphone users looked up LOCAL information! Visited the searched sites! - 50 Mobile Marketing Facts, Jeanne Hopkins!   Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
  12. 12. NONTRADITIONAL! VENUE! SOCIAL CRAFT! Apothéke Bar ! “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”! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud [   Scene Tap uses Facial Recognition Technology to collect real-time data of a given location ! ]   PRE-PLANNED, LOSS OF SPONTENITY! LIVE PERFORMANCE! Fuerza Bruta is a 360 degrees experience of “dynamic music, visceral emotion, and kinetic aerial imagery”! “Floods the senses”!
  13. 13. TRANSCENDENCE   MUSIC   1024 Architecture’s Tesseract! 4th Dimensional light mapping! by Pier Schneider & Francois Wunchel ! Real-time adjustments to sync with music ! Engulfing viewer !       PUBLIC  VS  PRIVATE  EXPERIENCE   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! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud 1024 Architecture: Francois Wunschel, Pier Schneider, Fernando Favier, Cinzia Campolese; Deadmau5; Coldplay, Xyloband
  14. 14. 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! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
  15. 15. KEY INSIGHTS! SENSORY EXPERIENCE! * Visual aids in the experience of the music * Audio-Reactive IDENTITY! * Move away from money establishing rank * Feeling significant by adding to the overall experience SENSE OF COMMUNITY! * Connecting with people * Interacting with others * Quality of crowd Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
  16. 16. TREND OPPORTUNITIES! “People are drinking less than they once did, but they are drinking better.” ! - New York Times !     Sensory Experience! Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud CraD   NOT Flashy: Value EXPERIENCE over MONEY! Yayoi  Kusama,  Infinity  Lights  Exhibit,  Tito’s  Handmade  Vodka,  “High-­‐end  Vodka  is  Keeping   Spirits  Up”,  Nora  FitzGerald,  New  York  Times  
  17. 17. CLIENT   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!     Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
  18. 18. UTILIZING THE SENSES! TASTE" SIGHT! TOUCH! Establish Authenticity though stronger, appealing design. Get ahead of other competitors by incorporating technology such as holograms! “The Art of Vodka”! Educate public on GOOD vodka! “Vodka is considered to have strong, medicinal immuneboosting features”!   Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud     The bottle can be interactive by reacting to the consumer’s touch, or incorporating at home 3D printing bottle design.!

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