Articles
Originally published on Tuesday, 25th June 2013
BRAND LAND
Rebrand, return and repackage
At UJHQ we're no strangers to brands – we love a swoosh here and an apple there – but more recently we've been seeing some interesting movements in brand land. Namely, the three Rs: rebrand, return and repackage.
First, the classic rebrand. The beast that is Swedish House Mafia (current Facebook likes stand at just under 5 mil) has broken away from its alma mater monster. They may have lost a member but they've retained the essence of their original vision. Now, Sebastian Ingrosso and Axwell launch the pared-down Departures, a new party every Wednesday at Ibiza's Ushuaïa with a roster of their nearest and dearest, and it's not all big-bill DJs.
Next, everyone loves a good return and Ian Schrager – a brand within himself – is back in London after 15 years with his EDITION hotel opening this Autumn, ironically opposite the Sanderson. It may be linked to the Marriot, but this is very much Schrager's baby. The design is a clash of times – a Georgian building with a modern-classic hybrid of interiors – and his concepts remain as fresh as ever. Jason Atherton will take care of restaurant Berner's Tavern (think round oak tables, chandeliers and banquettes); The Punch Room is a bar without an actual bar – drinks are served on silver salvers; and YoYo's Seb Chew is involved with the new club, said to be the modern world's answer to Studio 54. We're also in an avant-lobby era, according to Schrager. It's no longer about lobby socialising, but lobby "working" – that's why he has installed plenty of Mac desktops and power points.
And last up, the repackaged "brand within a brand". Soho House is great at creating accessible sub-brands that channel the group's DNA (Pizza East, Dirty Burger, Chicken Shop and Electric Diner). Next on their agenda is Soho Diner – which, like Electric Diner, will take inspiration from Brendan Sodikoff's Au Cheval in Chicago, but here the cocktails are on tap. In the same vein is Ferran Adrià's empire. While elBulli was wildly inaccessible (2 million reservation enquiries every summer it was open), its fun, sub-restaurant Tickets Bar is much more democratic, but still has the Adrià stamp – exploding olives, air jamón baguettes and de-oxygenated ice cubes. If you still want the original, there's always the exhibition next week.
We're of course not forgetting one of the biggest rebrands in history: Superman has lost his red pants.
INFO
EDITION, 10 Berners Street, W1T 3NP, opening Autumn 2013
Soho Diner, 19-21 Old Compton Street, W1D 5JJ, opens July 4
elBulli: Ferran Adrià and The Art of Food, Embankment Galleries West, South Wing, Strand, WC2R 1LA, opens July 5
