PLAY 2018-01-09T18:35:11+00:00

Project Description

PLAY

LUXURY HOSPITALITY – NIGHTLIFE REBRAND

// HONG KONG //

Play is a luxury nightclub brand in Hong Kong established since 2009 and recently rebranded, subsequently being awarded ‘Best Nightclub in Hong Kong & Macau’. It has hosted some of the world’s biggest DJs and is known as the destination of choice for the the city’s most glamorous party crowd. Noted as much for its music as the overall experience it also has Hong Kong’s only Dom Pérignon champagne lounge.

Brand Partnerships // Event Management // Brand Identity // Creative Direction // Concept Creation // Interior Styling // Project Management

OBJECTIVE

// Conceptualise and launch new brand concept based on new desired customer profile
// Create and manage marketing campaign
// Plan and manage PR strategy with local and international agency
// Refurbishment project management from creative process to execution, working with renowned interior design company – Charlie & Rose
// Identify and recruit new marketing team
// Develop brand locally and internationally
// Set up new brand partnerships and grow existing
// Direct all visual, sensory and aural aspects

OUTCOME

// Executed new brand images; including but not limited to – logo and language (plus pattern created for the brand), interior design, website, uniform, artwork, stationary and merchandise
// Press coverage in high-end titles such as Prestige Hong Kong, Elle Men, Sing Tao Daily and The Standard
// Delivery of original and creative marketing campaign including high-scale, drone filmed production – which showcased branded luxury speedboat and specially designed swimwear by Erbert Chong
// High-scale Grand Opening event with impressive celebrity and socialite attendance and international singer and fashion icon Ciara as special guest live performer
// Sought new and developed existing partnerships; working with luxury brands and designers such as Jo Malone, Erbert Chong, Dom Pérignon and Quintessentially.
// Three new weekly party night concepts for Thursday, Fridays and Saturdays
// Execution of numerous photo and video shoots, include styling and direction
// Development of private membership scheme
// Branded events for the likes of Dom Pérignon and Tag Huer, official after party for Korean super star Rain and charity events for Hong Kong Shark Foundation and others
// Increased presence of international DJ guests including; Art Department, Mambo Brothers, DJ Vice, Grandmaster flash and Sander Kleinenberg
// Beyond what anyone had done before with the scale of design and detail; buttons on the uniform created from the wild animal emblem of logo

We worked with designer Victoria Rushton on this project.

PRESS QUOTES

“As the temperatures drop, renowned Hong Kong nightclub PLAY turns up the heat on the clubbing scene with a grand relaunch”
“The ultra-chic Lan Kwai Fong club Play is set to reopen with a banging new D&B Audiotechnik sound system and a high-tech lighting upgrade.”
China Daily November 2015

“It’s got luxe details to match: the new line of staff uniform is designed by Erbert Chong, there’s Bentley chauffeur service for VVIPs, and a 18-foot long catwalk in the long space is perfect for fashion shows.”
HK Magazine December 2015

GALLERY

play-video-2

PRE OPENING TEASER VIDEO
MARKETING
EVENTS
BRANDING

play-video-1

PLAY GRAND OPENING VIDEO
INTERIOR
UNIFORMS

PRIVATE PARTY

EVENT

// HONG KONG //

BLOWOUT IBIZA

FASHION AND BEAUTY – NEW CONCEPT LAUNCH

// IBIZA //