6.05 Experiential Space

Background

In a recessive market, where growth was mainly driven by a naturally demanding and easily bored youth, depechemode wanted to make sure they came up with a fresh and engaging concept that would constantly renew itself.

Idea

Conceived and designed by JWT Beirut, 6:05^® at depechemode is a ‘shopping and clubbing concept space’ that comes to life every evening at 6:05 sharp through daily DJ events, band performances, art launches, product parties, fashion happenings… An ever-changing and multi-offering space that was a self-generating medium in itself. A nightclub where you can shop.

Results

Since its opening, 6:05® has been continuously fueled with constantly changing products, DJ gigs, band performances, art exhibitions, fashion happenings… 6:05^®’s ‘Happy Hours’ have exceeded the expected sales results.

Events generate a considerable amount of earned media and exposure.

6:05^® has hosted over a dozen DJs and bands, including Caline Chidiac, Djette, Who Killed Bruce Lee, Raed El-Khazen jazz trio …  The work of more than 15 artists, such as Jean-Marc Nahas and Micheal P Glover, has been exhibited, and a series of trendy products, like Kubedesign^®, have been launched. Whether renowned, up-and-coming, local or international, they’ve attracted their own fan bases to the space and created a beautifully eclectic expansion of the brand image in elite social circles.

This has also led to an exclusive list of artists, musicians and designers applying to be part of 6:05^®’s monthly line-up. The space has become a desirable destination for top international brands and labels to feature their new collections at 6:05^®.