Club Kids, Group 3

For the group: pick one tonight

Three ways Domi could look.

Lamplight

B1 Lamplight

The home. A soft, round serif and a lamp for the dot on the i: classy, warm, a little cheeky.

Neon number

B2 Neon number

The night. A neon script under a neon roof, glowing on dark burgundy: mysterious and cheeky.

Collective

B3 Collective

The glow. A wide wordmark in an orbit with a star, cream on a warm, grainy sunset gradient: euphoric and a bit Y2K.

Tap a direction to see the whole deck in it, or use the switch at the top. Keys 1, 2 and 3 do the same.

A grown-up house party, one night at Yellow House.

In Latin, domi means "at home".

Yellow House, Houthavens · Friday 18 December

Get to know Domi in 5 questions

Then the practical part: finances, timeline, and who we are.

1

Why?

Question 1 of 5

Mission and vision

The soul of a houseparty, with pro sound and an epic venue

  • A special experience, from the invite to the morning after
  • Intimacy and a feeling of trust through friends of friends
  • Stay for the music or go on sidequests with your new friends
2

For who?

Question 2 of 5

Audience

A bit tired of the average club night.

Young, international, busyGood tasteUnique music, unique nightsIntentional, surprising, sincere
Noor, 26

Noor, 26

The planner: follows collectives on RA and finds the night.

Pre-drinks at ours. After that, we'll see.
Junior UX designer, shared flat in Oud-WestOut 2 to 3 nights a month, pre-drinks at theirsFan of Spades, Dekmantel, Slapfunk, Zeezout
Motivations
  • A night like her own house party, only bigger
  • Hearing a DJ before everyone knows the name
  • Familiar faces again next time
Pain points
  • Big clubs: anonymous, and pricey for eight
  • Nights that sell out before the group chat agrees
  • House parties that end with angry neighbours
  1. 1Spots Domi on RA or Instagram
  2. 2Shares the invite in the group chat
  3. 3All three RSVP, a housemate adds five friends
  4. 4Their stories bring the next group

From the group's persona card No. 03. The photo is an illustration.

3

What's unique?

Question 3 of 5

Concept

For one night, Yellow House is a house.

Bar → Kitchen Main room → Living room Balcony → Upstairs Terrace → Garden
Look after each other.Respect the house.Leave room for everyone.
4

How will we show it?

Question 4 of 5

Art direction

Collective

A wide wordmark in an orbit, a star for the iSun, tangerine, coral, rose, creamGrain and a sunset gradient
Collective

References from the group: Nikita and Sina.

Marketing and promotion

You coming over?

visual contextintriguetension
Instagram, refined and sleek.
who's coming friday?
bringing two friends
see you at the door
flowWhatsApp
A community layer in flow and WhatsApp.
Personal invites, then word of mouth.
5

How will it feel and sound?

Question 5 of 5

The Domi experience

Normal things, made special. Domi style.

The Domi Hotline: call for the password.
The Domi Hotline: call for the password.
House rules: look after each other.
House rules: look after each other.
A bathroom worth the queue.
A bathroom worth the queue.
Pizza at the door at the end of the night.
Pizza at the door at the end of the night.
Disposable cameras on every table.
Disposable cameras on every table.
Lost and found, posted the next day.
Lost and found, posted the next day.

Production and sound

The music leads.

130140bpm
HouseTranceElectro90sOne headliner, our in-house DJs
Void soundCDJsTechnicsLED ring

Yellow House brings the sound. We bring the living room.

Finances

€400, spent like a house party.

Common Culture gives us €400. We plan it in five pots, and whatever we can bring from our own homes, like the lamps, costs nothing.

The split per pot is set by the budget team (Josefin and Niels).

€400
Artistto set
Side programmeto set
Marketingto set
Productionto set
Unforeseento set

Known so far: flyers and posters at €50 per 100. The full table is in the handout.

Timeline

Road to Friday 18 December.

Wed 28 Oct

Pitch: we ask for Yellow House.

From 2 Nov

Content making, artist shortlist.

From 16 Nov

Campaign live: teasers, poster, RSVP.

From 23 Nov

The film and the first portraits.

From 30 Nov

Line-up complete, call sheets out.

From 7 Dec

Last push: camera roll, reminders.

Fri 18 Dec

Domi.

Built on the Club Kids planning: two weeks of content making, then the campaign goes live, then the line-up, then the push.

There's room for you.

Give Domi Yellow House on Friday 18 December, and we'll open the doors.

J
JosefinSocials and copy, budget
S
SinaSocials and content calendar
N
NikitaCreative
D
DimaCopy, artwork and video, invites
J
JulianArtwork and video, run sheet, venue, production lead
B
BastiaanLine-up and artists
D
DanielLine-up and artists
F
FredSide programme
N
NielsSide programme, budget, venue, production lead

This direction

B3 Collective

The glow. A wide wordmark in an orbit with a star, cream on a warm, grainy sunset gradient: euphoric and a bit Y2K.

Sun
#FFC845
Tangerine
#FF7A2F
Coral
#FF5A5F
Rose
#FF7FA0
Cream
#FFF2DC

Type: Archivo · Unbounded
Collective