Almost three decades after opening its doors, The Liquid Room embarked on a rebrand, creating a futuristic vision for Edinburgh’s nightlife.
It is no secret that the Scottish club scene is under pressure. With venues closing at an alarming rate, the economics of keeping nightlife venues alive has become increasingly challenging. Yet in the heart of Edinburgh, one of the city’s keystone venues is bouncing back better than ever. Nestled between the Grassmarket and Cowgate, Liquid Room has reopened its doors following an extensive remodelling, and the transformation is striking. From innovative digital installations to sculptural elements, the space is almost unrecognisable. As an anonymous attendee put succinctly, “This is exactly what Edinburgh’s nightlife needs”.
This rebranding reflects founder John ‘Mick’ McWilliams simple philosophy: “music is fluid”. Converting the venue in 1997 (with the former name “Music Box”), Mick noted in conversation that “music should never be confined to one form”. This is reflected in the expanse of artists that have graced Liquid Room’s stage, spanning a breadth of artists and DJs, from Edinburgh’s resident performers to worldwide acts such as Sister Sledge and Moby. This spectrum encapsulates the core value of the Liquid Room as a space where local nightlife and monumental artists collide across all genres.
After a year of design and construction, Mick’s simple statement has manifested in the Liquid Room. With interior design conducted by Tish Lea-Roberts and Amy Brown of Visual Architects, the result is stunning. A statement entrance featuring an expansive digital installation transports you from the quaintness of Victoria Street into a futuristic space brimming with colour and life. The main stage has retained its signature split-level layout, with the mezzanine offering attendees 360° views of the stage. Previous guests of the Liquid Room will be pleased to hear that the beer garden (one of the venue’s key features) has been substantially upgraded. With a new roof providing protection from Edinburgh’s notoriously unpredictable weather, a sleek DJ deck and bar completely transform the space.
Visual Architects seamlessly translated Mick’s statement, “music is fluid” beyond these key changes, as every decision is expertly detail-oriented. From translucent geometric chairs and rippled metallic walls to innovative lighting, the interior is unmistakably fluid. Attendees will be swift to note the addition of sculptural faces that can be spotted around the venue; a Visual Architect’s signature. These sculptures contribute to an environment that transcends expectations of a conventional nightclub and live events space, immersing guests in an experience that goes beyond the music.
This lucid rebranding continues digitally, as graphic designer Marti Sweeny of Top Level Studio’s rebrand of Liquid Room’s online presence captures the venue’s identity effortlessly. The result is bouncy and energetic, reminiscent of iconic electronic album covers, such as Aphex Twin’s Selected Ambient Works. As social media presence becomes an increasingly important aspect of promotion, Sweeny’s work in conjunction with Visual Architects is set to make the Liquid Room more enticing than ever.
This rebranding marks another turning point in Liquid Room’s chapter, as Mick announced that his children Amy Black and Greg McWilliams will continue the venue’s legacy. Both have longstanding experience within the venue, operating as live events and club directors respectively. McWilliams explains, “The venue was just tired”, as he foresees a new era for the space with this redevelopment. The pair hope to continue the success of Liquid Room with this new spin, as Black stated, “I feel like it was quite a natural extension from what the brand was”. This fidelity to maintaining Liquid Room’s original manifesto rings true to their wider team, as Black continued to note, “Keeping as many of our in-house staff was definitely a priority”.
Looking forward, Liquid Room’s programme is more than promising. The venue’s established club nights will continue to excite, with a promising lineup from PLTFRM’s residents Reece Pritchard and ED.N on the 29th of August, and a large volume of students expected to arrive in September for Freshers events. Similarly, the Liquid Room’s live music lineup fails to disappoint, as acts such as Buzzcocks and Blur’s Graham Coxon are set to grace the stage in the upcoming months. When such talent is combined with a space unlike anything Edinburgh has seen before, the Liquid Room’s latest chapter is set to create a significant impact on Scotland’s music scene.
Images courtesy of Liquid Room
Review by Lauren Sims