91Hz
BRIEF
The listening bar concept was developed as a globally scalable, analogue-led listening lounge designed to live within high-end hotels. Rooted in Ministry’s heritage in music and culture, the brief was to create an intimate, elevated space where exceptional sound is central, appealing to true music lovers while remaining warm, social, and accessible.
APPROACH & CREATIVE DIRECTION
The concept is anchored in 91Hz, a low-frequency test tone and a reference to 1991, the year Ministry of Sound was founded. This dual meaning informed a sound-led brand identity that balances precision with cultural depth. The creative direction blends minimalist industrial design with warmth, using low lighting, tactile materials, and bold but softened branding. Vinyl culture and high-quality audio are the heroes, with a central DJ booth acting as a participatory focal point.
EXECUTION & OUTCOME
Designed as an elevated, atmospheric cocktail lounge, the space prioritises focused listening through considered acoustics, intimate programming, and discovery-led touchpoints such as listening stations and extended vinyl sets. A strong digital presence, spanning playlists, event content, and live moments, extends the community beyond the physical space. The result is a confident yet welcoming brand experience where sound leads every decision and culture sits at the core.
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