Max SteventonOn 27 September, new nightclub 77 officially opened its doors to clubbers for the first time with Kerri Chandler the first of several star-studded DJs to stand behind the decks.
Located in Marylebone, the 550-capacity venue opens during a time when the exact opposite is happening for small venues and clubs. In 2024 25 grassroots venues closed, according to the Music Venue Trust.
So how has 77 managed to open, and open in such a prime location attracting top DJ names?
Director of operations at 77 Jonathan Wade said the key to the venue’s successful launch is “thinking outside the box” with a high priority on guest experience, unique production and being a space that is multi-use.
Wade continued: “Obviously a lot of clubs are closing, and we looked at some of the things experienced at other clubs in London with our general manager working in several nightclubs and my own experience at Tao Group. You can dance without feeling judged, and you’re not obligated to buy a table to get into the venue. You don’t need to do anything except come here, have fun, and experience the great music and sound.”
Production
The production is unique according to Wade. He talked through some of the defining production elements: “The production is built into the room— a massive LED screen that stretches across the dance floor, LED screens within 9 picture frames on the walls, 8 CO2 jets, and lasers transform the space along with the music.”
The venue’s production is an immersive experience. The sound and visuals “feels like you’ve stepped into another world” with positive feedback from attendees already, said Wade.
Being close to the DJ adds to the experience according to Wade with the production element curating the whole experience. Wade said the balance between sophistication and high energy is also a defining element to the production.
Wade added: “We feel at 77 we’re raising the bar by combining world-class production with a boutique, intimate setting. I would describe it as a fresh balance—premium and sophisticated, but still high-energy and fun.”
Guest experience
The production ultimately adds to the guest experience. Wade stressed that 77 prioritises guest experience, from the production to the staff – the attendee experience is central to the venue’s ethos.
77’s attention to detail and “attentive service” separates the club from other night time venues, said Wade.
“The room is designed to make every guest feel like they’re part of the experience, not just watching it”, said Wade.
He added: “We’re giving central London something it’s been missing: a music-driven house club with real attention to guest the experience. A place where you can come with friends or come alone and have a similar experience.”
A multi-purpose venue
Part of 77’s appeal is also its multi-use purpose. It is not just a nightclub but can be morphed into a venue that can host a myriad of events, according to Wade.
The Central London venue has already hosted brand launches and after-parties, priding themselves on being flexible and appropriate for an eclectic range of events. Wade said they “want to see brands doing product launches, we want to fashion shows and live music. The place is designed to cater to anybody.”
77 have already hosted a Nike event, a Drake afterparty, cosmetic launches and charity events, highlighting the venue’s flexibility.
Looking ahead
Wade said in the first year 77 aim to establish itself as the go-to night life spot in London and become and well-known name.
While in the second year, Wade has bigger ambitions. He wants 77 to be a global name and eventually turn into a global brand. To be “iconic” similar to clubs like Studio 54 is the ultimate aim – where DJs want to perform there, where people from all over the world want to go.