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He added that the timing was right to enter the Tokyo market because “Singaporeans love Tokyo and Japan. When Japan opens up for travel, I think it’s more important than when the US opens up.” To expand its influence in the catering industry.
As for the opening in Los Angeles, Lee said that will take place in March or April of next year. In partnership with lifestyle hotel company sbe, Zouk LA will be located in what is currently sbe’s Nightingale Club on La Cienega Boulevard in West Hollywood. The 6,500-square-foot space will be redesigned by Christian Schulz and the team at boutique design agency Studio Collective.
The projects in Tokyo and Los Angeles are “very exciting” because they are partnerships with third-party operators, a first for the Zouk brand and a testament to its appeal, Lee said. And, while they’ve had offers to open elsewhere, their strategy is to focus on “gateway cities,” he said, adding that going forward, Miami and Ibiza could be good targets.
“Globalization started when we expanded into Las Vegas – it put the Zouk brand on the global stage, as there are only a few nightlife entertainment brands that expand globally, and they’re usually concentrated in Europe, the U.S. or Asia.” That opened the door to Japan, he said. And, “opening clubs in places like Singapore, Malaysia, Las Vegas and soon Tokyo and Los Angeles leaves us with only three or five brands that have managed to do that.”
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