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An example of gaining talk-ability through concept, design & craft.

BACKGROUND

When 3 friends & I decided to open a bar back & 2001 the major challenges we faced were 2 fold. One was to create a point of difference from the hundred other bars that open and closed in Melbourne every year, & the other was to reach the urban savvy clientele that we were paramount to making the venue successful.

THE CROFT INSTITUTE

Our concept was to create a mock science laboratory with a vintage twist. We validated our 1950’s science laboratory theme by displaying a fully functioning & licensed vodka distillery on the second floor, this not only created a talking point for our patrons but also provided a infinite flow of quality affordable liquor for us to sell..
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01
Introduction

It all started with a plan.
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Well obviously it didn’t start with an architectural plan, but a plan 4 friends had to build a science themed bar & night club in Melbourne. The plan evolved with each development, when we located a three story space in the heart of China town, the concept expanded to hold a fully licensed Vodka distillery and Gymnasium themed nightclub. 

Interiors
02

Maximising talk-ability with concept interiors.
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A themed designed venue over three floors; a laboratory, halls of academia and a gymnasium was added. To close out the concept an actual federally-licensed vodka distillery was built. The complete package became The Croft Institute; a not-so-serious play on the psuedo-scientific consumer Institutes used to advertise not-so-scientific consumer products

The main laboratory.
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We used an epic poster campaign to promote the event through the professional skate team that would attend the event.

The halls of academia.
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We used an epic poster campaign to promote the event through the professional skate team that would attend the event.

A gymnasium for the athletic dance types.
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We used an epic poster campaign to promote the event through the professional skate team that would attend the event.

03
marketing

Introducing Dr Croft.
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We created a truly unique voice that was faithful to our concept with the introduction of the venues mascot; Dr Croft. We used this device for creating elaborate underground promotions in the form of details stencils across Melbourne’s streets. 

Being bold and simple didn’t really work
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We created a few random promotions with virtually no branding, although they were appreciated by a select few, they showed virtually no gain in our bottom dollar.

Street postering was a must for weekly promotions
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With weekly event on Friday & Saturday nights, we created a simple poster art system that could interchange basic areas for a consistent result.

Free Press
04

The concept worked and the coverage poured in.
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We couldn’t have been happier with the results, the bar was an instant success and we got far more than satisfied clientele, we got coverage. Coverage from hundreds of editorial across the world & from covers on books as well.

05
GaLlery

All good things come to an end.
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After five years of enjoying the limelight, I decided to sell my share of The Croft Institute (but its still running to this day). In preparation to the sale we prepared a 32 page sales document outlining everything perspective buyers would like to know, stories of our concept, our learnings & its potential for the future.