The Studio

Amplifying the Vibes — A private member’s club for music lovers at 3Arena

In line with an nostalgia-drenched refresh of the club’s interiors, we developed a new name and identity for The Studio that asserts its position in 3Arena’s hierarchy of membership clubs as the ‘cool younger sibling’ and more ‘rock ’n’ roll’ of the offerings. The new identity caters to the music-obsessed individuals that purchase memberships to amplify and celebrate their live music experiences with like-minded ‘musos’ in a plush, pop culture filled space— who see membership to the club as a representation of their personality, an expression of their style, tastes, and potentially even a badge of honour.

Approach

LET THE RECORD SPIN

Inspired by the spin of the record, the crackle of the needle drop, the vibrations of the speaker, the patterns of sound waves, the mesmerising ripple of the lava lamp in the recording studio- this brand takes an abstract approach to the visualisation of music as part of its core palette. With a flowing logotype and playful typographic style, abstract patternwork and a vibrant retro-leaning contrasting palette give this identity a dynamism and flexibility in both static and digital communications. Elements of this identity are inspired by the rounded geometric shapes at the core of the interior styling.

Stemming from the warmth of the retro record store inspired interior design by Ellis, this brand plays with nostalgic themes and aesthetics to create a flexible brand system that celebrates true music fandom, and the buzz, fuzz and electricity of live music experiences.

ENVIRONMENTAL

In the environment we play with the idea of vibration, amplification and getting lost in the music, as well as classic recording studio aesthetics. A large scale infinity mirror greets visitors to the space, an ‘on air’ lightbox illuminates on show nights above the entrance doors, and custom brass door handles in the shape of the brand ’S’ bring the brand into the space in an integral and experiential way.

PRINTED COMMUNICATIONS

Playing with the layering of colour, texture, materials and finishes-much like any good song- the printed materials for The Studio amplify the experience of eating and drinking at the club. With a setlist style food menu on a simple A4 sheet and a high-spec drinks menu to peruse, there’s an elevated accessibility to the experience.

What we did

Brand Identity
Environmental Signage
Printed Communications
Brand Naming
Storytelling
Motion Design

Virginia Fortune
Head of Private Members Clubs at 3Arena

It was great working with Slater on the rebrand of The Premium Club to the Studio at 3Arena. Their interest and passion for the project shone through at every stage, from concept to execution. The team at Slater worked seamlessly with our interior designer to ensure the physical space and the new brand identity complemented each other at all touchpoints – from directional signage to the branded materials. We’re thrilled with the result, and most importantly, so are our loyal members!