The bar as media space.
A master class in targeting. Hoxton bar Dreambagsjaguarshoes loans out its bar as a media space to promote major studio films to the very demographic that frequents it. Other times of the year the bar hosts art exhibitions but when cult films like Donnie Darko and comic book adaptation Sin City are released, the bar provides the perfect space to market them. This doesn’t just entail tacking up a few posters, the entire space is given over to the look and feel of the movie: walls are painted with artwork and sculptures of major characters loom at the bar.
Photo courtesy of Cluster.
A month after I posted this, the owner of dreambagsjaguarshoes, Teresa Letchford, was profiled in The Observer. She sees her portfolio of businesses (her and her partner also own a fashion boutique and coffee shop up the road called No One) as ” … a live magazine - complete with fashion, film and social pages.”
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