ONESIXONE

One of Melbourne’s longest and most exclusive nightclubs – onesixone – needed to reinvent and promote the launch of a premium new weekly event, named Fridays, beyond their existing core member base. The major draw was an international electronic DJ act presented each week.

To raise awareness and build hype amid the target audience, a series of original poster artworks were commissioned, which were printed at large scale, and adapted for digital streams and social media, to be shared by the club’s popular promoters within weeks leading up to launch night. Each poster showcased the main act of the week, which included international DJs such as Spirit Catcher (Belgium) and Oliver Huntemann (Germany).

Custom designed cards were given to promoters to physically distribute among their networks. Members and guests were gifted a commemorative music CD compiled by a resident DJ as a takeaway of the launch night. The visual style utilised a modern treatment of golden era luxury, featuring exquisitely detailed floral patterns in gold foil and baby blue, inspired by the venue’s Florence Broadhurst wallpaper

Through word of mouth and social media promotion, the hype grew strong ahead of launch night. The launch party turnout exceeded expectations, essentially rebirthing Friday nights at onesixone. Propped up by ongoing promotions, the club night’s performance continued week after week. At the time, making Fridays one of Melbourne’s most desirable nights out.