'Club 11' was a project that only ran for a fairly short amount of time in Amsterdam a couple of years ago. I visited it myself a couple of times and was one of the most memorable experiences of my life. The club was situated on the 11th floor of the old post sorting building on the docks of the city. The building had since been used as a fashion warehouse, but at this point was completely redundant and essentially abandoned. On arrival at the building, very little signage is available, it really was only available to those, who for one reason or the other, are in the knowledge of its location. On entering the building you are greeted by some of the most beautiful and artistic graffiti, walls to ceiling, covering a network of corridors. You arrive at an elevator which you ride to the 11th floor. At this point you simply have to have faith in the idea that there must be something there, because at this stage of the visit you feel like you really are just wondering around an derelict building. When you arrive at the 11th floor, you open the double doors which take you into one of the most incredible club/restaurants that you will ever see.
Beautifully designed with astonishing attention to detail. The layout of the furniture, the music, the video djs projecting artistic shorts onto the walls, and the incredible 11th storey view over the entire city. My favourite thing about club 11 is the gradual transition between restaurant and club; as the diners gradually finish their meals, the staff discreetly begin to slide away the unattended tables and the bass slowly becomes louder until without you really noticing, the club is in full swing. What interests me about club 11 in relation to my current project is the way in which the club is promoted. The club managed to remain fairly underground, but was still constantly busy. The crowd is very much creative types. I am promoting dumpster diving for my project, but if I were to target a large audience, and get a relatively good response, the concept would not work. This is why I need to discover a way of promoting dumpster diving to a selective market (In the same way that Club 11 thrived on the fact that it was underground and not commercial). From what I experienced, 11 seems to have the most subtle promotion strategies.... I wouldn't be surprised if it relied a lot on word of mouth.
flyer for club 11.
The flyer contains very little information about the club itself e.g. location, opening times etc. This creates intrigue and a certain amount of hype that will ultimately get people talking. The success of the promotion rests entirely on the aesthetic of the design; if people find the flyer attractive and stylish, this reflects the style of the club, making people want to find out more for themselves and potentially visit it.
bottom floor corridoors
interior of the club
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