A Flexible Identity:
The name was a (not so) subtle play of words to create an image of a format that is part café, part lounge and part hangout space for Channel [v]’s target audience. The identity was designed to be flexible and to be as flexible as the channel [v] logo.
A New Format: Sit Back, Chill out, Hangout!
The [v] SPOT created an entirely new F&B format. Blending the characteristics of a café, bar, lounge and literally a television set- its the complete hangout space for todays youth. They connect with the Channel [v] brand, hangout with their friends, play games, experiment with food and much more.
This created the basis for the space design where the central feature was the bar but designed in a way that didn’t take itself too seriously. (The bar features a retro TV wall - and is aptly named 'Tully Vision').
The seating and space layout was designed not just for dining but also for live events, games and for people to just...hangout. The entrance was designed as a giant [v] logo - which served as a literal interpretation of the [v] SPOT experience. A wall feature was designed which featured the various avataars of the channel [v] logo. Another key feature was a giant video wall which runs Channel [v] and [v] SPOT content throughout the day. A screen made out of the many renditions of the [v] SPOT logo printed on coffee mugs created another key feature of the space. A giant changeable mural wall adds to the graphic feature within the space.
All of these features were designed to be replicated in varying forms across multiple locations.
