all the graffiti still on the wall . We have expanded the space by digging down three levels and creating a 500-capacity live music venue – it is still very quirky in its set-up . It can be connected to the 2,000-capacity venue so you can create a 2,500-capacity central London venue over different floors .”
As if that wasn ’ t enough , the complex will also include a pro bono recording studio , sponsored by record industry trade body the BPI , that will be made available to grassroots talent .
With the shadow of Covid-19 hanging over the entire project , it is not surprising that the team has taken steps to make sure the venues work under Covid-safe event guidelines .
Suppliers
• Brilliant Stages
• Technicolor Group
• The Mill
• The Moving Picture Company
• Hoare Lea ( Audio )
Partners
• GQ
• Ridley Scott Creative Group
• Black Dog
• BPI
“ We have to assume there is going to be a Covid hangover for the foreseeable future ,” says O ’ Ferrall . “ We are working with our app partner Realife Tech , who will enable customised digital interaction with visitors , and we hope to make sure ticketing is on mobile . In the worst-case scenario , we can host streamed performances .”
Stay and play Outernet is also putting the finishing touches to Chateau Denmark , a 54- room hotel-cum-residence that will encompass a 360-capacity licensed live music space .
“ They are music industry-focused residences ,” says O ’ Ferrall . “ One of the apartments is the house where the Sex Pistols lived and that has been turned into the Anarchy Suite . The residences are all about music and hedonism . They are perfect for the music industry , and I can say that with confidence as I worked for MTV for 16 years . They have PMC speakers , and some of them have DJ decks – they ’ re designed for people who are in town for a number of days , weeks or months and each residence has an individual entrance on Denmark Street .
“ You have music heritage residences sitting above music shops on Denmark Street , together with three live music venues and this massive advertising and curated content space . We want Denmark Street to be a whole street of performance ,” says O ’ Ferrall .
The wider strategy reaches far beyond Denmark Street – the aim being to launch a worldwide network of entertainment districts . Outernet is currently bidding on a site opposite Madison Square Garden in New York , and it also has a location in Los Angeles in its sights .
For the time being though , the main focus is on London . O ’ Ferrall says that while the music industry mourned the closing of the Astoria and 12 Bar Club , Outernet will prove a major upgrade for the area : “ This business owned the Astoria , which was on the other side of Charing Cross Road , but it was compulsorily purchased by Crossrail .
“ Building a live music venue in central London doesn ’ t make pure commercial sense , if it ’ s just a music venue , but creating this ecosystem does . If you ’ re doing an album launch you ’ re going to buy outdoor media , you ’ re going to buy TV advertising and digital anyway . What we ’ re able to do is blend having that live music gig space with a massive , high-footfall , advertising machine sitting above .
“ The fact is , you can have an albumlistening party in the house the Sex Pistols lived in , with Johnny Rotten ’ s graffiti still on the wall . You can have early-stage talent in a more relaxed , smaller venue or a big 2,000-capacity show in the same location in central London , walking distance from Soho . That ’ s what ’ s really exciting people .”
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