A club in Soho, London, approached me for a rebrand, transitioning from the quirky name "disco-puss" to the more vibrant "disco-soho." In our discussions, we delved into the club's vision and the personality they wanted to embody with this new identity. We agreed that disco music and funky tunes would be central to the venue's experience, capturing the exuberance of the 1970s disco funk scene. This era was not only defined by its infectious rhythms but also by a distinct aesthetic that we wanted to evoke.
Key to this aesthetic are the iconic mid-century 1970s furniture pieces, characterised by minimal shapes and an almost mod vintage feel—elements that are experiencing a resurgence in current design trends. The combination of bold colours, playful patterns, and innovative forms can create an inviting and energetic atmosphere. Furthermore, we recognised that the nostalgia of the time could be captured through the unique charm of old television slides that would play before shows, offering a delightful throwback that resonates with patrons and sets the tone for a lively night out.
THE BRANDING
By merging these elements—music, design, and nostalgic visuals—we aim to create a distinctive environment that not only celebrates the disco era but also attracts a diverse crowd eager to immerse themselves in the spirit of Soho nightlife. This rebranding effort is about more than just a name change; it's an invitation to step back in time, dance, and enjoy the vibrant culture that the 1970s disco scene so beautifully encapsulated.