Fortis: I’m fortunate enough to do extremely high-end, personality-design driven concepts. I did an international rebranding of the biggest nightlife chain in the UK, called Gatecrasher. They really wanted to have that American sort of sensibility and design, entertainment and specifically nightlife, so they went on a six-month search to find the perfect move for their 15-year-old brand. Despite their [UK] economy lagging a little behind, I watched them spend £6 million as if it were the U.S. in 2000. What I really took note of is that the sensibility between the clients there and here [U.S.] were exactly the same. People want to be entertained; they want to be in an inspiring environment; they want great music; and, they want a place to be with their friends. What they don’t need is a $3,000 table or lots and lots and lots of the latest technology. The clientele are really starting to shift back to more of what I call an analogue world, where things are sort of warmer and richer and a little more familiar. At one point, we saw everybody wanting the best of everything and it was a challenge. So while you may want all that stuff, what you really need as the end user, are the exact same things that you needed 10 years ago. Read More
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