OVERVIEWHow do you turn empty seats into one of the world's best cocktail bars?
A complete repositioning of Collins Club from an overlooked hotel bar into one of the world's most celebrated cocktail destinations. By combining strategic storytelling, behavioural psychology and experience design, we transformed how guests discovered, engaged with and purchased the brand - driving premiumisation, record revenue growth and international recognition.
@collinsclubdublin
STRATEGYBrand Positioning • Experience Strategy • Member Strategy
CREATIVEBrand Identity • Menu Design • Creative Direction
EXPERIENCEGuest Journey • Service Rituals • Experiential Activation
CONTENTPhotography • Social Content • Launch Campaign
From hidden hotel bar to one of the world’s most celebrated cocktail destinations - delivering record commercial growth and global recognition in under six months.
Ranked #4 World’s Best Hotel Bar by Food & Wine within six months of relaunch
DECODE
Collins Club didn't have a product problem - it had a positioning problem. We uncovered the gap between an exceptional cocktail experience and the lack of a compelling story, identifying curiosity as the commercial driver that could transform the venue into a destination.
CREATE
We built an entirely new brand world around discovery, chemistry and experimentation. From the narrative and visual identity to the menu architecture, guest journey and launch experience, every touchpoint was designed to reward curiosity and influence guest behaviour.
AMPLIFY
We launched Collins Club with a multi-channel brand campaign spanning PR, social, content and experiential activation. The result was a venue that became fully booked with waiting lists, delivered significant commercial growth and earned international recognition as one of the world's leading hotel bars.
JUST ASK THEM
If you want to break the mould and create magic, call THEY SAY. These guys are pros at increasing visibility and putting real light into your shop window.
Ayo Akinsete
COO, The Dean Group
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