The modernized Marquee Club presented by Lexus incorporates an aesthetic aligned with the original canvas of the historic venue, adding materials and furnishings from Brazil to Italy to Dubai.
When it comes to the design and materials of the renovated Marquee Club presented by Lexus at the historic Fox Theatre Atlanta, good is in the details. This anthem is understood both by the staff at the Fox and by Lexus as a naming rights sponsor, who looks to associate its brand with an elevated, tasteful experience. The design approach at the Fox is especially important, as a trail is being blazed for premium clubs in the realm of performing arts centers.
“When the Fox opened to the public in 1929, the furnishings, the design, everything had been sourced from all over the world, and they spared no expense,” says Laura Zimbrick, Fox Theatre’s Corporate Partnership and Premium Seating Manager. “Similarly, with the Marquee Club, we had to take that same mentality that nothing was off the table.”
“The stone itself was sourced from all over the world and was sent to Italy to be cut. The bar top is blue bahia which comes from Brazil and is a type of granite. We also have an Italian mosaic tile called crema marfil.”
– Laura Zimbrick, The Fox Theatre Atlanta
This project couldn’t just be an addition. It had to integrate in a natural way. In partnership with the architects at Lord Aeck Sargent, a premium club seamlessly incorporates the Moroccan design found throughout the rest of the venue, while also notching up the experience for premium customers.
The Marquee Club presented by Lexus now features three levels spanning both indoor and outdoor spaces – a ground level, mezzanine level, and rooftop terrace with enclosed, partially enclosed, and open-air spaces.
Five stationary bars are located throughout the space for convenient access from any level.
The Fox didn’t want facsimiles, but the real thing wherever possible. In the longtime spirit of the venue, Zimbrick recounts how the design team targeted materials from abroad in pursuit of authenticity.
“The stone itself was sourced from all over the world and was sent to Italy to be cut,” says Zimbrick. “The bar top is blue bahia which comes from Brazil and is a type of granite. We also have an Italian mosaic tile called crema marfil.”
Lighting was also a consideration beyond functionality. Fixtures were approached with an artistic and international eye, much like the rest of the space.
“We have some light fixtures that come from Dubai,” Zimbrick says. “And we have a central light fixture in the main level that’s hand-blown glass and comes from California.”
The work of local businesses will appear throughout the club as well, most notably when it comes to the furniture.
“The interior furnishings are the handiwork of Corn Upholstery in Tucker, Georgia,” says Zimbrick. “They are a local company, and everything was created by hand, custom for the Marquee Club.”
For seating in the terrace spaces, the Fox tapped another local business, Janus et Cie, maker of luxury outdoor furniture. While pieces are not custom, they are still high-quality with a focus on design.
Naming rights sponsor Lexus also adds to the aesthetic of the space, remaining keenly aware of the impact of the brand will have on the club’s gestalt.
“Lexus is integrated in the Fox brand, so it was exciting that they wanted to expand their partnership with the Marquee Club as well,” Zimbrick adds. “The club matches the Lexus brand initiatives well, with a focus on exclusive and elevated experiences. This is a big deal for both the Fox and the Atlanta-area Lexus dealers. They feel like they have a home at the Fox now. They are going to provide some surprise and delights along the way, such as gifting opportunities and post-show opportunities.”
But how does that impact the visual element? Zimbrick explains that Lexus understands the look and feel of the Fox and wants to integrate in a natural way, mixing activation with unobtrusiveness.
“They have a very tasteful branding activation inside the club itself,” she says. “Obviously, they're in our logo, but they are also branding our glassware and napkins. It's very muted because we want to make sure that the Marquee Club and the Fox are the main focal elements. For Lexus, it’s not about putting their name in front of people. It’s about associating an experience with the brand, and we're able to provide that for them.”
There are even small touches that link the brand in a tactile way, adding to the charm in a memorable manner.
“They are backing our menus with leather from the seats of the car,” says Zimbrick. “So again, we see that tasteful integration. It’s done very subtly, but beautifully in a way that plays into the rest of the space.”
Visit the Fox Theatre Atlanta and enjoy a cocktail party in the new Marquee Club presented by Lexus during the upcoming 28th Annual ALSD Conference and Tradeshow.
If you haven't registered for our 2018 event, it's not too late. CLICK HERE TO REGISTER NOW.