Chameleon’ Will Enhance Bar Culture In City’s L1 Arts District

April 9, 2009 - PRLog -- Managing director Matt Lawler says his design team, led by Peter Norton of CTA architects, was inspired by the idea that interior designs of bars and nightclubs in general are transient.

Norton commented: “Every few years, these types of businesses change and become more and more like fashion garments, as opposed to the permanence of architecture.”  He maintains that when he first visited the site, “we realised the potential of the bar in terms of its urban setting.”

“It was our view that many similar establishments in the area seem to be visually cut off from outside giving the feeling that you are entering a different world. Our idea was to blur this threshold.”

The bar is eight meters long, four metres high and is lined up with the middle of Fleet Street, acting as a focal point at the end of the street and “directly connecting the inside to the urban fabric outside.”  Norton says that whilst he was inspired by Damien Hirst’s work Pharmacy, ‘Chameleon’ will be much more than the obvious allusion to getting `medicated` at the weekend.

The idea is further played out by a 7 metre long opening in the façade that relates directly to Art House Square.

“The elements inside the bar are conceived as pieces of urban furniture scaled out of tune with the human body and sit in the space as individual objects which you could almost pick up and move. It almost becomes its own space where you can stand within the depth of the installation and be surrounded by light and imagery,” adds Norton.

Chameleon has a VIP area and stage that are described as ‘curved elements’ that soften the lines of the other objects that feature simplicity and scale.

Most interestingly, Lawler is particularly fond of the minimalist white toilets and bathrooms approached by a white corridor…”it’s a nod to the design of famous uber-angst venues down the years that share the infamous reputation of being places where rock stars went to die!”

Branding will be equally iconic maintains Lawler who has employed leading Liverpool brand management consultancy Ph Creative.

Chameleon will also receive innovative internet marketing support from the Rodney Street-based agency using their ‘Phuse lead generation system’ to drive guests to the destination venue.

Managing Director Bryan Adams said: “The brief was to create a vibrant memorable identity to reach a more refined 25+ social scene of Liverpool.

“This is a very exciting project for us. To have free rein on conception of brand to using our Phuse technology to drive the ongoing marketing of the bar is fantastic. Our approach lends itself to Chameleons objectives and we are delighted to be part of it.”

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