1. FUTURE
OF
NIGHTLIFE"
Analyzing Trends | Fall 2013
Amy Jung and Cecilia Walerud

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. FORCES"
TECHNOLOGY!
Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
ECONOMY!
GOVERNMENT!

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. 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. 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. 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. THEMES"
ART!
Analyzing Trends | Fall 2013 | Amy Jung and Cecilia Walerud
VENUE!
MUSIC!

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. 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. 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. 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. 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. 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. 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. 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. 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. 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.!