A new jazz club will open next month on the site of a former snooker hall in Streatham, south London, with interiors designed by Paul Mullins Associates and branding by Process.
Appointed on credentials in summer 2009, Process developed a ‘keyhole’ identity for the Hideaway club, and recommended Paul MullinsAssociates to client Frances Strachen. The interiors specialist was then appointed to develop an interior and public realm solution whichevolved to include graphics, lighting, sculpture and signage.
Graffiti on the venue’s rear wall, incorporating the branding, will be visible from the exit of Streatham railway station. Signage will direct visitors down an alleyway.
Designed with a ‘clandestine’ feel, Mullins says it will create intrigue. He adds, ‘At the end of the alley there’s a large illuminated sign and then some theatrical lighting, showing the logo projected on to the ground.’ Next to the entrance a steel-plated sculpture of the marque will stand 1m away from the entrance wall.
‘The whole thing’s been a bit like set design and the challenge has been trying to bring a building with no architectural merit to life on a shoestring budget,’ adds Mullins. Inside, everything has been painted in grey hues with orange highlights to reflect the branding. An existing bar has been moved and rebuilt, and a stage created.
Designers Brigitte Halliday and Richard Tilley developed the identity for Process. Halliday says, ‘We came up with this idea of creating intrigue around the setting, and developed the keyhole to show warmth, using simple grey and black tones against orange.’