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New club alert! Gemma Ross talks to us about The Qube Project
House | Saturday 20th September 2014 |
The Qube Project looks set to be one of London's most exciting new venues: with art installations, 3D mapping and a quality line-up, it promises a fully immersive clubbing experience like no other. We were lucky enough to catch up with Gemma Ross - the woman behind the club - to find out more about what's in store for us.
Can you tell us a little bit about your background - what is your history in the club / venue industry?
Started working for The Cross 12 years ago… working helping out in the office with bookings contracts, ended up managing a night because someone was on holiday , since then I became a manager of the cross and built up experience. Launched the TDK cross central festival, 15,000 people a day festival running over two days. Ops manager for that and then became the director of my own various companies and businesses so The Qube Project is my newest venture.
The Qube Project is in Victoria - why should lovers of electronic music make the journey here? What does The Qube have that’s different to the standard East or South London hipster hangouts?
Victoria is the most central point in London, especially when we consider the various expansions that are continuing east, west, south and north. Yes predominately the "trendies" have travelled east or south but it's not about being a hipster or being in a clique- it's a place to have a good time. We are opening in this central location to be a central meeting point for everyone.
How did you formulate and put together the line-ups? Are there any nights that you’re particularly proud of/excited about?
We want to showcase new talents, London talents, Global talents, garage talents, disco talents… It goes on and on. Our bookings are centred around talent rather than hype. We want to be a reliable source of reliably good music, that isn't simply about booking big names, but being discerning and tasteful about who we book. It's exciting to be based in London where there is such an amazing underground music scene - which is globally respected. It's inspiring. I am proud of each party that we have lined up, but I have to say The Grande Launch is the big unveiling of the venue and a chance to celebrate the new space, at the moment it's all I can think about! But OFF recording's party is looking strong ….
Who would you most love to be able to book to play at the club one day?
Marco Carola is a very exciting DJ on the scene at the moment but he rarely plays in London. His sets are technically and musically excellent and I can easily imagine him in the booth surrounded by 3D video mapping… haha!
Can you tell us more about the 3D mapping and visuals aspect - what exactly is it?
The 3D video mapping is essentially a 3D projection, bringing the entire space alive with movement and energy. The visuals have been carefully designed to make the night an experience. That is what makes The Qube Project different to other clubs on the scene, the visuals, the sounds, the crowd, the space and our brand partners have been chosen to create a specific aesthetic and feeling-- you will have to see yourselves.
Can you explain a little behind the artistic concept and branding of the Qube Project, in particular the promotional video - how does this embody your vision for the club?
The Qube Project is a project that has grown, the "Join The Pack" mantra has remained so strong because we want everyone to feel a part of the project. We put on parties for the customers and they are just as much a part of the project as we are. It's about togetherness… be that in the arts, or in the crowd, or combining music and art… We want everything to be intertwined. The promo video is glitchy and jumpy because there always has been a certain mystery around The Qube Project brand, it's unsure and disconcerting because you have to come to experience the club. No night will be the same, it won't be what you expect, so don't expect anything and let the venue tell you the story.
Can you explain how the members system works? How can people apply? And what are the benefits?
You can apply to be a member online here: http://thequbeproject.
We have paired up with some very cool brands to bring our members exclusive offers and promotions. That little black card will get you exclusive content, mixes, downloads and discounted entry to any of our nights.
What was the idea behind the VIP aspect of the club? It’s something you see in a lot of cool, music-based Paris clubs but not so much in London venues…
Warehouse parties are fun, getting grimy in a dingy dark hole is fun. But the market is over saturated with such venues in London. We have brought a venue where we can go and have the same fun, in a visually exciting space, whilst still being able to sit down and enjoy the benefits of a table if you wish. Lets not not cutting out those people who enjoy music but don't enjoy inhaling sweat for a 12 mash up!
What’s the long term plan - where do you see the Qube Project being several years down the line?
The Qube Project has always been an evolutionary concept that has been growing and changing since day one. I can't tell you exactly where that will be in several years but all I can hope is that we are still throwing fun parties and just having a good time - that's what this industry is about, bringing people pleasure- and that's what we aim to do at The Qube.
thequbeproject.com / facebook.com/thequbeproject / twitter.com/TheQubeProject
soundcloud.com/qube-project / residentadvisor.net/thequbeprojec
soundcloud.com/qube-project / residentadvisor.net/thequbeprojec
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