No thanks to furry walls or Jonah Hill, but we finally got into The Greek Theatre. We say “finally” because our first go was a few years back supporting AEG and Nederlander with new branding and environmental design as they bid against Live Nation. It got ugly. Lots of news articles, community uproar, council meetings, legalities and petitions – and the result was nobody got the contract.
Well, when it comes to outdoor music venues in LA, THIS was our season (read about the Hollywood Bowl just a few swipes down). This time on the side of SMG and Premier with a monolithic bar concept as our Trojan horse. And it worked. The Greek really holds a special place in our hearts; where the Hollywood Bowl captures an elevated cultural evening of performance and food and wine pairing, The Greek has the soul of a club venue in a gorgeous setting; hip-flasks and hard-rock (harder rock at least…and then there’s Josh Groban).
In addition to branding the restaurant and concession concepts, we were tasked with transforming the sparse front plaza to a social destination for pre-show drinks and food. So we came up with a 20’ tall by 40’ long open-air bar that echoed the iconic roofline of the theatre and was grounded in modern lines and surfaces.
We paid homage to history by wrapping the entire ceiling with a Greek mural depicting an ancient theatre scene to tie it all together.
All in all, it was a very successful season – enough to “pass a Jeffrey” around the office in celebration.