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x3 observations in nightlife

x3 ways for brands to re-engage in nightlife

It’s been widely reported we’re witnessing the slow death of nightlife in the UK. Three clubs go dark every week. Over 3,000 nightlife venues in London have closed their doors since March 2020 (Night-Time Industries Association, NTIA).

There are signs it’s not dying, it’s changing, in many ways for the better. This is the opportunity for brands to be invited in and have a say.

Many people have lost their enthusiasm for late, exhausting nights out - the thrill now tempered by financial reality. The rising cost of living has made that lifestyle increasingly unsustainable. Could brands step in to address these challenges?

To survive, clubbing has evolved - becoming broader and more diverse. It’s no longer just about alcohol and fashion brands joining the party and slipping past the door. A wider range of brands are now joining the scene, helping to sustain a dying culture. From non-alcoholic drinks to food and wellness experiences already thriving at festivals - could nightclubs be next?

Here’s 3x observations we’ve made and 3x ways for brands to re-engage in nightlife.

X3 Observations in nightlife

1. Authentic socialising is multi-tempo

The way people connect IRL to have fun has changed. From chill listening sessions to all-out on-the-floor parties.

It can be uplifting and transformative, but it can also be relaxed, discreet, connected and down-to-earth. It has become more inclusive.

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2. The fun is richer and more expressive

In-home and out, day and night, catching up with your peers and enjoying true-connected moments of fun.

Allowing for hybrid sessions to take over the loud dance floor.

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3. Dance floor as a utopia

Songs, books, films, and even academic articles are discussing dance floor as a utopia. A place of communion and transcendence that people cannot resist but being part of it. Think in Saltburn, toward the end, the dance moment that is the catharsis and viewers feel like a reclamation of joy or liberation. Orin Ecstasy by Ivy Pochoda where gods never die, they just move on to another (rave)party via dance & ecstasy.

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X3 Ways to re-engage with nightlife

‍1. Design language

Reflect the spectrum of nightlife, not just the peak. Appear with vibrancy, elegance, cheerfulness, curation, and rhythm to capture multi-tempo vibes.

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2. Comms

‍The tone should feel like the voice of the crowd -fluid, human, and alive. Not a brand shouting from the DJ booth. Brands should invite, elevate, and expand the idea of nightlife beyond darkness and noise into a spectrum of connection, expression, and shared joy.

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3. Activations

‍Be connected to the language of music, movement, creativity, and community without trying too hard. A utopian & optimistic space could point towards possibility, togetherness, and transformation.

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