Photo by Jim Herrtage
There’s an underground nightlife (literally) beneath the elegant streets of Marylebone. It opened right here, in one of London’s most refined and exclusive neighborhoods—at 77 Welbeck Street: Club 77, a nightclub where architecture, lighting, and music merge to create an immersive environment. Set in the basement of The BoTree hotel and designed by studio Concrete, it activates spaces left long unused, making the most of 400 double-height, fully soundproofed square meters animated by a dynamic lighting system that brings out the lines of the interior.
From experimental music to building a community
Club 77 sets out to deliver the same world-class production experience you would expect from a large arena, while keeping the relationship between artist and audience at the center. The goal is a one-of-a-kind experience in which DJs and live acts can genuinely connect with the crowd.
The Concrete team started from an empty double-height volume it could imagine from scratch: an asymmetrical balcony wraps around the dance floor, and a run of bleachers doubles as informal seating. Few fixed structures mean a flexible layout and modular configurations for the room, which holds up to 500 people or scales down for more intimate events. The color palette is dark and elegant, with silver and gold details designed to catch the light.
Screens and visuals that react to the music
The heart of it all is (of course) the dance floor, with the platform housing the DJ booth. Behind it, a commanding video screen drops from the ceiling along the full length of the wall, delivering dynamic visual content that reacts to the music. Complementary screens on the opposite side widen the field of view further, immersing the audience completely in a layered audiovisual environment.
How Club 77’s dynamic lighting works
A continuous grid of gold and silver LED strips follows the curved, asymmetrical geometry of the interior. These luminous elements link and interweave the two levels, visually unifying the space into a coherent whole. As studio Concrete explains: “The lighting serves not a purely decorative function but an architectural one: its pulsing effects actively shape the atmosphere and form the backbone of an ever-evolving light show synchronized with the beats and rhythm of the playlist.”