(Shanghai, 30 June 2009) KEE, the exclusive private members club, with venues in Hong Kong and Shanghai announces the opening of its first concept bar & lounge, The Aquarium by KEE for Alfred Dunhill at Plaza 66, Shanghai. With the success of the Aquarium at the Alfred Dunhill 3-storey flagship store in Ginza Tokyo, KEE was invited to conceptualize and operate dunhill’s Aquarium Bar at their new flagship store at Plaza 66.
The name Aquarium comes from dunhill’s iconic Aquarium lighter and the venue reflects a 1970’s James Bond style - Postmodern club with aged leather furniture, Persian rugs, oak & croc paneling and polished brass. The bar itself was modeled after the legendary “American Bar” by Alfred Loos in 1908 in Vienna.
The ambience of the lounge is British gentry, with modelesque staff in stylish silk black tie outfits. It feels and smells like cigars and martinis. Entering this subterranean realm of male bespoke luxury conveys a subtle sexiness like transgressing an invisible border. (One actually enters the bar by passing through the ground floor shop, down two stylish staircases with a view into this very warm lounge. One almost expects Emma Peel or John Steed to come round the corner).
Designed by architect Gavin Tu in collaboration with the founder of KEE, Christian Rhomberg, the interiors are cosy with KEE style edgy touches - aged leather and vintage furniture, intimate subtle lighting from floor lamps with rich warm lampshades, palms and ferns, Persian carpets and a signature aroma chosen from the dunhill range of perfumes. A good selection of quality books and international magazines add to the ambience.
The Aquarium is positioned as an upmarket, exclusive private dunhill den with a distinctively ‘men’s only club’ feeling - targeting not only male business and social customers, but with the right marketing, also female customers who are likely to be intrigued and attracted by the idea of being able to enter what is perceived as a male bastion.
The Bar is the perfect all-day dining venue for breakfast meetings, or a light lunch from its appetizing Continental menu, or guests can simply enjoy having afternoon tea or relaxing over a drink from the extensive beverage list featuring 46 premium whiskies, classic and contemporary cocktails and an excellent choice of champagnes and wines by the glass. A wide selection of canapés is also available during happy hour.
The Aquarium by KEE: Alfred Dunhill, Plaza 66, Unit 111A, 1266 Nanjing Road West, Shanghai. Reservations: (86-21) 6288 3822.
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