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Playboy Club London

Background:

Playboy needs no introduction, or so you may think. From its early birth as a club for men with aspirations of wealth, fun and the life of luxury, the brand has evolved through many stages throughout its established lifetime, and it now means different things to different audiences. In the latter years, Hef and his  resident Playmates, have flirted unceremoniously with the media, and have perhaps diverted the attention away from the glitz and glam associated with a brand that dominated the scene in the 1950s.  The opening of the Playboy Club London in June 2011 sees the brand return wholeheartedly to the decadence and quality of its younger years. London Clubs International appointed Milton Bayer from a choice of three agencies to design and build their new website to accompany the launch of the new club.

Challenge:

The challenge here was to create an environment that mirrored the experience to be enjoyed in the club: ignoring preconceptions. This is a beautifully adorned club containing many individual bars, restaurants and casinos: each room commands exploration and attention for its unique personality and tailored offering. The Bunnies – both croupiers and valets - are attentive to your every need as well as polite, beautiful and perfectly dressed: the ultimate hostess’s.

Solution:

The site design is elegant and intriguing, with a dash of mystery: it is relaxed and inviting whilst still encouraging new users to join and pay online for memberships. The user interface and design help to position the site where it rightfully belongs, representative of one of the most exciting and talked about brands in the world. Knowing what to reveal and what to keep under wraps, and balancing restraint with glamour have placed the brand firmly in the luxury position it warrants.

Results:

The result is a site that is beautifully designed and structured to ensure the experience is engaging and inspiring. The new design and user experience have been well received, generating fantastic comments from staff and customers at the club.  This has meant we can look forward to being part of the journey in the coming years for LCI and the Playboy Club. Watch this space for more work coming very soon!


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