# Ultra-Modern Immersive Nightlife Spaces Concrete Amsterdam Unveiled Its Latest Concept — 77 By Kalin Ned | Published 2026-07-27 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/immersive-nightlife References: [77london](https://www.77london.com/) & [concreteamsterdam.nl](https://concreteamsterdam.nl/) 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](https://www.trendhunter.com/trends/concrete-amsterdam) 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](https://www.trendhunter.com/trends/caf-tondo) redefine how audiences relate to performers, with VIP tables spread across both floors offering direct views and full-service hospitality. The [sculptural feature staircase](https://www.trendhunter.com/trends/bar-far) 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 ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 74% | Activity: 49% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### 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. ## Related on Trend Hunter - [Industrial-Inspired Homes](https://www.trendhunter.com/trends/glassbrick-apartment.md) - [Renewed Urban Rooftops](https://www.trendhunter.com/trends/heineken-seoul-rooftops.md) - [Velvet Cocktail Bars](https://www.trendhunter.com/trends/dive-2.md) - [Interactive Lobby Installations](https://www.trendhunter.com/trends/maxxi.md) - [Brutalist Hotel Expansions](https://www.trendhunter.com/trends/hotel-sevilla.md) - [Terraced Concrete Residences](https://www.trendhunter.com/trends/summer-home.md) - [Compact Madrid Residences](https://www.trendhunter.com/trends/burr-studio-1.md) - [Outdoor-Focused Residential Developments](https://www.trendhunter.com/trends/fishtown-urby.md) - [Modern Co-Living Residential Developments](https://www.trendhunter.com/trends/liberties-house.md)