12/29/2004 05:14:00 AM 
Fast forward ten years and the dance club scene has bitten the dust; the surviving remains known by most as chill-out /lounge, a music that's become so ubiquitous it can be heard everywhere; as the atmospheric backdrop to your weekend shop at Pottery Barn,through to the bar at your local W Hotel.
Today's hip consumer and globetraveler are demanding; they want more than the chill-out compilation CD played in a hotel watering hole. They are looking for a multitude of sensory experiences. Finding one place that does eating, drinking and clubbing well, and with a spin, is hard to come by.
One brand that might be on to something with its unique offering is Holland's Supperclub, that is fast becoming a global mini-brand. With outposts in Rome, a cruise boat and soon, San Francisco.
The concept is intriguing; merge restaurant, club and bedroom to create a unique mix of the three. Customers can eat lounging on beds, while DJs spin cool mixes into the night, dance in the club area or hang out in the bar.
The brand's global adventures are new, but the club has been going for over 10 years. It was founded by a group of Dutch artists in 1990, but it didn't sprang to life till 1999, when a former textile magnate, Ben van de Leden purchased the place.
It's clubbing, for those who don't want to club, but it's more than that. By merging three concepts, Supperclub has created a unique place that's made its interior design the topic of conversation and a reason to visit. A design that creates a communal feel allowing strangers to mix easily, for example, people dine together at long tables or share "bedspace". It all sounds simple, but Supperclub adds other touches; like theme nights and a restaurant without a menu; you get five courses, but you have no idea what they will be.
The original brand comes from Holland, but the idea has spawned many imitators; there is a BedSupperClub in Thailand and B.E.D in Miami.
There are also extensions to the Supperclub business, following the trend of Cafe Del Mar, Hotel Costes and The Buddha Bar, the brand also has a record label that releases mixes from its DJs. There's also a clothing line and creative concepts built around the Supperclub idea, like Supperclub on location; that takes the club outdoors and to other venues.
By finding a way to layer multiple experiences and adding a strong communal pull, Supperclub has managed to create a unique concept that matches the eclectic desires of it's target consumer.
Share / Bookmark:
It appears you don't have Flash installed.