Adam Saad and Sam Seif, best friends in their late 20s, have been part of Montreal's clubbing scene for the past ten years. Promoting for parties came as second nature to them, since both admit to being addicted to partying since they turned legal age. For the past eight years, the two have been promoting for some of Montreal's hot spots, but always dreamt of one day owning their own club.
After promoting for Club Dorcia on St-Laurent for over a year, they learnt that the club was closing its doors. Without thinking twice, they began negotiations with the landlord and soon after took over the space, which opened officially at the beginning of July. "It was time for the next step. We figured that with so many years of experience in the business, we pretty much knew what worked and what didn't," says Sam.
When it came to selecting the name for their nightclub, they wanted something with a European flair and the name London Club hit them on the way back from a trip to Toronto. "Everything just fell into place after we decided on the name; both the logo and the theme for the décor," mentioned Adam.
The London Club logo features the United Kingdom flag as a background for a large "L". As for the interior design of the club, the two partners knew exactly what improvements needed to be made, since they knew Dorcia "both inside and out". The only thing they actually kept was the immense aquarium, which is a focal point on the first floor bar.
The three colors of the flag: red, white and blue repeat themselves in both the lighting and furniture throughout the space. The main floor, where both the deejay booth and dance floor are located, exudes a cool blue, while the second floor lounge has a flaming red glow. What makes London Club standout is their unique rooftop terrace, which has a wooden bar with built-in fridges, and white futon couches that are lined up on the opposite side.
With winter around the corner, they want to make full use of their roof top jewel, by installing a tent with heating inside and adding a Jacuzzi in one of the corners.
"The [club business] environment can be dangerous, if you don't know what you are getting into," warns Sam. "The hours are long, and now you have to look at everything from a business perspective," adds Adam.
"In the next five years, we want to be a name that everyone knows. We want to create an institution, a place that attracts celebrities," says Sam. With this in mind, these determined entrepreneurs are planning a live radio show that will be broadcast on 94.7 FM later this month, and would also like to fly in guest deejays from the UK, "to bring London, England to London, Montreal."
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