New members club by Cube 3

London group Cube 3 has overseen the design of Sak, a private members club in Soho’s Greek Street which opened on Tuesday.

Cube 3 created the interiors and signage and took overall responsibility for the design elements of the project. We Design created the identity, while Studio Orange designed upholstered furnishings. Menus and the name were generated in-house. Sak is the old English word for wine.

“We wanted to create a relaxed environment. Not a gentlemen’s club, but an escape from the madness of Soho. It has a modern 2001 feel, but we have also retained some of the building’s original features,” says Cube 3 partner David Townsend.

The club, which is co-founded by Henry Beasant, owner of Mas Café in London’s All Saints Road, houses a restaurant and bar. It also has space for exhibitions, which will change every six weeks.

The logo taps into Sak’s interior concepts. “The client wanted something that was not too flashy, relaxed and informal, but with some sophistication coming through the colours.

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