24 was the brain child of Marcello Alessi, the goal was to create a night club that provides a hi-end destination for the ultimate London West End clientele and also provide a marketing dream venue for a wide range of corporate events, Filming havens, pop video backdrops…. the list is endless….
Marcello’s experience is spread across a wide range of highly successful companies – from high-end late-night venue experiences to solar energy technology and more. Currently Marcello is chairman of YUZA and its sister company The Sanatello Group.
Dovestarr works on many projects for Marcello and was asked to provide technical assistance & installation for the complex 24 London project. This is where Dovestarr met Betaminds (Mindstorm) for the first time & began their unique working relationship.
24 opened its doors in 2006 and closed early 2013 due to the redevelopment of Carnaby Street, but the legacy continues
24 is located on Kindly Street, just of Carnaby Street in the fashionable district of Soho, combining innovative design and the very latest in 21st century technology to create the ultimate interactive club.
24 uses Mindstorm interactive projection technology to create striking innovative backdrops to the club environment. Interactive projections allow customers to create and alter their environment.
Opened in 2006 and widely published as one off the hottest clubs to hit London for years, the interior has been created to be a blank canvas which can be transformed into a series of changing scenes which are all fully interactive with the club user. In addition to the projections there will be hundreds of LED lights installed which will give the venue over 1,000 different colour combinations, running right across the spectrum.
The Mindstorm ibar continues the interactive theme and will be touch sensitive. You put a glass down; the bar will react to it and send out light beams across to the base of your drink. If you touch the bar with your hand light will shoot out towards you and alert the barman that you require a drink.