DJ Joshua van Aalst

DJ: Joshua van Aalst (Myself), Regg The Beat Doctor, Chris Walti and various others

 

I was approached by Suite nightclub to create a new weekly Friday night. After initially viewing the venue and seeing the cold almost sterile interior, it was immediately apartment that to create a successful event at Suite, I would need to transform the venue into an intimate environment that patrons would actively seek out.

 

To assit in the concept creation for this new event, I put together a group of lead target patrons. These were people between the ages of 24 to 30 who were successful and fashionable. This group of patrons and I defined the brand of this event as:

 

Seductive, Edgy, Classy and Intelligent

 

With the brand defined, lighting and decor were selected to match the brand. Red material was draped over the entire club, over 50 red candles were placed over the bars and a haze machine was used to bring out ambience from the warm beam lighting.  The matching name Red Velvet was chosen to communicate the warmth, seduction and class of the night. The music chosen to appeal to the target customers was defined as Top40, House, Electro and Hip Hop.