dna nightclub and venue
dna is an ambitious entertainment establishment located in the vibrant city of Galway. With a mission to redefine the nightlife scene, the client approached our design agency to create an immersive and visually stunning experience that would captivate patrons and set the venue apart from its competitors.
Our goal was to combine cutting-edge design elements with innovative music programming, offering an unforgettable journey for visitors seeking a next-level nightlife experience over 3 floors.
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Creative Direction
Branding & Identity
Digital Strategy
Integrated Marketing
Project Management
Designing for the success of a multi-million euro entertainment venue
This was a major project and huge creative challenge that involved everything from renaming to copywriting to creating a new identity and designing over 30 unique pieces of artwork for the venue walls. This was a collaborative project between the venue stakeholders, the venue architects and the full team at Magnify. It was immensely satisfying to see it to completion.
Objectives
The primary objective of this project was to completely transform the idea of the old-fashioned venue formerly known as Karma into a visual and auditory spectacle that would keep cutomers returning every week. Our challenge was to create an atmosphere that would stimulate the senses and provide a unique blend of aesthetics and music, ultimately establishing the venue as the go-to destination for nightlife enthusiasts in Galway city.
Customer loyalty: One of the early ideas to generate customer loyalty and generate buzz was to use suitcase tags and swing labels to randomly giveaway free passes and drinks.
Wayfaring: I designed as much of the venue graphics as possible each trying to form part of a whole design system that connected.
Screens: Digital screens (top) where designed where used to advertise special promotions or the venue itself. A special wi-fi app was rolled out to allow customers connect to the wi-fi. The splash screens where designed so that every touch point had a flavour of the dna design aesthetic.
Lightboxes
Working alongside a specialist interior designers and printers we decided early on that large scale light-boxes where to feature heavily in the interior design. Using inspiration that was inspired by everything from French avantgarde photography, geometric patterns, the human body, animals and industrial and music elements, I designed a series of largescale lightbox artworks and graphics that would work within the venue.
Outcome
Through our ambitious design approach, good collaboration with the stakeholders and everyone else involved, we successfully transformed dna into a cutting-edge entertainment destination in Galway City. The visually stunning environment, combined with innovative musical programming, has ensured the venue has been busy since it opened it’s doors. It remains the only nightclub venue in the city after seeing off all other competition.