Concrete Amsterdam, a design studio known for its hospitality and nightlife projects, has unveiled 77 — an immersive nightlife and event space hidden beneath the streets of Marylebone within The BoTree hotel. The studio transformed a raw, double-height basement volume into a dynamic venue where architecture, light, and sound operate as one.
Concrete Amsterdam's design process began with an intentionally asymmetrical configuration rather than a conventional theatre-style balcony. This created constantly shifting sightlines and alternative perspectives that allow guests to experience the club from multiple visual angles across both levels. Custom-built tiered seating and an upper mezzanine redefine how audiences relate to performers, with VIP tables spread across both floors offering direct views and full-service hospitality. The sculptural feature staircase connects the levels as both a functional connector and a focal design element. A continuous grid of gold and silver LED lines follows the curved, asymmetrical geometry of the interior, visually stitching the upper and lower levels together.
Image Credit: Jimi Herrtage
Why This Trend Is Growing
- Immersive Nightlife Architecture
- Underground venues that merge spatial design, lighting, and sound are reshaping hospitality experiences through environments that function as both entertainment platforms and architectural destinations.
- Asymmetrical Audience Layouts
- Nontraditional seating configurations create new value for live events by expanding sightlines, premium viewing zones, and differentiated guest experiences across multiple levels.
- Integrated LED Interiors
- Continuous lighting systems embedded into architectural forms are turning clubs and event spaces into programmable visual environments with flexible atmosphere and brand expression.
Industries Being Reshaped
- Hospitality Design
- Boutique hotels are increasingly using hidden entertainment spaces to extend guest engagement beyond accommodation and create distinctive lifestyle-driven revenue opportunities.
- Nightlife Entertainment
- High-design club concepts are elevating nightlife through immersive venues that combine performance, VIP service, and spatial storytelling within a single destination.
- Event Technology
- Advanced lighting, sound, and spatial systems are enabling adaptable event venues that can shift between club nights, performances, private gatherings, and branded experiences.
