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Allure by Cipriani, Yas Marina, Abu Dhabi
Tuesday 20 Nov 2012
For Legendary restaurateurs Cipriani Group's first venture into the Middle East, a bold statement of intent was required. The chosen venue was Abu Dhabi's exclusive new Yacht Club, overlooking the marina filled with luxury yachts and, uniquely, the new F1 racing circuit.
Key to the brief was the need to maintain strong brand integrity, yet develop it to match UAE demands. Cipriani's ‘look' is one of refined exclusivity but to make a statement, an ultramodern and dynamic club needed to break this form whilst retaining the expected elegance.
The goal was to draw a young and monied crowd to a fairly removed part of the city, providing an exciting world-class entertainment venue capable of hosting international DJs and acts. It also needed to add the highest level of seductive quality to keep the crowds coming back for more.
The way in which the solution was produced:
Impact was vital. The striking design combines sensual, nautical inspired seating with fractal walls and ceiling complete with infinite colour control in The Main Room allowing for the lighting and mood to be changed with the music or to be adapted for different events. Pink gold leaf and distinctive bronze cladding add another level of glamour.
The Terrace overlooks the race track and hosts VIP tables and DJs, providing the perfect
setting for sun downers. Inside, PODs are in place for those who really want to indulge. Vital to the success of a UAE club, the PODS allow for intimate and exclusive VIP areas that still allow the party to be seen by the crowd. The final touch for VIPs is their own elevator. All this has combined to put Allure firmly at the top level of luxury clubs.
One particular challenge we came across occurred when we had to incorporate the new design with existing mechanical and electrical parts on a curved ceiling. The solution involved constructing the new ceiling from multiple parts, forming a flexible structure around existing duct work and making a feature of the unusual space.
The success of that solution:
Allure attracts a stellar crowd. Big spenders and top DJs. A strong sign of it's status as a draw card is that it's the current choice in Abu Dhabi for launches and after-parties for artists such as Shakira and Snoop. It's an adaptable space that can cater for chilled after work drinks and food on the terrace, and then allow a party to move inside for the full club experience. Live bands can be accommodated along with 800 customers, and the main floor can be zoned off to allow for promotional events.