With a holding capacity of 1,500, Velfarre hosted the coolest of the cool and remained the social epicenter of East Asia for a decade until its doors were closed in 2006. Boasting an assortment of mysterious drinks and an impressive DJ line-up, Velfarre managed to keep entrance queues long and steady for years; unfortunately, when the bills weren't paid, the owners announced the last call.
Until now! Strangely enough, the iconic Japanese club wasn't revived by a characteristic entertainment mogul, but by 'Nico Nico Douga,' Japan's version of YouTube. Nico's video service, however, stands out from its American counterpart through the implementation of comments, which flood the screen as videos are played. The idea is to flirt with the line-dividing content-creator and content-consumer, and the idea is being used to revitalize Velfarre.
The new club, Nicofarre, maintains the same location in Tokyo's Roppongi district, but includes five LED wallscreens that project the comments of audience members. So, if a particular band sounds terrible, you can let them know.
Despite a few episodes of trolls exploiting the system, the wallscreens have been received incredibly well and there are hopes to extend the scheme to other clubs.
Designer Discotheque
Nicofarre Revives an Old Japanese Club and Integrates Social Media
Trend Themes
1. Integration of Social Media in Nightclubs - By integrating social media platforms like YouTube, nightclubs can create a unique interactive experience for their patrons, allowing them to participate in real-time conversation and provide feedback on performances.
2. Revival of Iconic Nightclubs - Reviving iconic nightclubs from the past can attract nostalgic customers and create a buzz around the venue, especially when incorporating innovative features like LED wallscreens to display audience comments.
3. Flirting with the Line Between Content Creator and Consumer - Blurring the division between content creators and consumers can lead to new and creative ways of engaging and entertaining audiences, such as incorporating user comments into live events and performances.
Industry Implications
1. Nightclub - Nightclubs can explore the integration of social media platforms to enhance the overall experience for their customers, creating a sense of interaction and participation.
2. Entertainment - The entertainment industry can benefit from reviving iconic venues and incorporating modern technological innovations to attract and engage audiences in unique and immersive ways.
3. Digital Media - The digital media industry can explore new strategies to bridge the gap between content creators and consumers, allowing for more dynamic and interactive experiences that blur traditional boundaries.