METRO 'ELEMENTS' AGENCY PARTY 2011

Brief:

For the fourth year in a row Metro newspapers were to host an agency party to thank all their staff and advertising & media for their support. The challenge was to create something edgy and exciting that once again, would be the coolest guest list to be on this month. Having already created a Circus in Heaven and an Alice in Wonderland inspired ‘Metroland’ in Fabric, we needed to come up with a new theme and a new venue that would appeal to a target audience of between 20-40 years old and ensure all party goers would have a fantastic night out.

 

Planning & Feedback

We selected Cable, located under the arches of Bermondsey Street, as a suitably trendy venue with its variety of different rooms and alcoves, bars and intimate seating areas.  Then, to remain in keeping with this raw industrial space we conceived an elemental theme in which the different sections of the club would become fire, earth, water and air, each brought alive with light boxes, lasers, CO² jets, draping, plants and a giant ‘globe’ chandelier. We build a bespoke bar and created additional seating, installed ‘help yourself’ fridges in each room and brought in ice cool and sizzling hot DJs Norman Jay and Zane Lowe – all the elements you need for a legendary party.

Results
Nearly 1000 guests queued up with invitations to enter Metro Elements and they weren’t disappointed with what they discovered. Some enjoyed the ambient vibes in the Earth zone with mini hamburger canapes  and bottled beers, whilst in the Fire pit bar tenders served fierce cocktails as Norman Jay and Zane Lowe delighted the heaving dance floor crowds with their wild mix of soul, house, drum n’ bass and trance. The Water zone was overflowing all night and for those who did discover the CO² jets, perhaps Friday’s hangover wasn’t quite so bad!

For more images visit our Flickr site at: www.flickr.com/photos/timebasedevents