On Friday, throngs of young people – mostly yuppies, some with dreadlocks, some in ripped jeans – walked through the lobby of the swish JW Mariott hotel.
Where were the hipsters going? To the nightclub, Enigma. Why? For a live gig, of course! Once popular for its Bollywood nights, the club now does what many spaces in Mumbai have – it’s stretched its definition to accommodate more than one kind of activity. One day it is a club; the next, a gig pad or something else.
Gagandeep Singh, director of operations for the hotel, promises that no two nights will be the same. “Why should a space tag itself?” he asks. “Enigma is an entertainment destination and we’ll entertain with different acts on weekends.”
Stores like Vero Moda, ONLY and Jack & Jones host jam nights once a month. Candies becomes a daylong flea market regularly. You can catch an exhibition at Out of the Blue and go to an art gallery and watch some stand-up comedy. Call it space crunch, or see it as temporary squatting for the creative mind. “It works on two levels,” says Vineet Gautam, who heads the parent company that controls Vero Moda, ONLY and Jack & Jones. “One: it creates a lasting brand value in more minds. Two: it’s a great utilisation of space.”
From HT Brunch, January 20
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