Creating an underground breakaway for Smirnoff Vodka.



March 2018



One of Birminghams largest venues had a disused room, so with Elastic & Smirnoff we transformed it in to an un underground breakaway from the crowded nightclub. The walls were painted over 4 days to appear as cast concrete with texture added resulting in a very convincing representation. The introduction of faux electrical tubing and key clamp structures came together to create an impressive and memorable Smirnoff themed room.

Historically, the room was used as a kitchen so we had to work with existing infrastructure, Smirnoff Red now radiates from the disused extraction hood providing ample lighting behind the bar, highlighting drinks on offer.

The inspiration for the room derived from it being situated below ground level, with the shutters rising to reveal a busy road above. It is a permanent installation and is expected to be a in operation for the foreseeable future.

We developed the design with the venue through using 3D software, ensuring all bases were covered and resulting in a seamless installation.

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