Making a splash in Macau. Melco Crown Entertainment

Challenge

How do you stage the ultimate after-show club experience, for the ultimate stage show… when there is no club?

Insight

To conceptualize and create Macau’s hottest nightspot, "Quench".

Solution

"The House of Dancing Water" is set in Macau’s newest leisure destination, the City of Dreams. Featuring a 3.7 million gallon pool, it is the world’s largest water-based show, and the launch party simply had to make a splash. The only problem was, the club didn’t exist…

Taking over and re-purposing a stretch of retail space, leading to a second floor meeting area, Imagination created a dramatic arrival and mingling space, leading to a pop-up nightclub where the press conference had been just hours before.

Our party theme was Quench, a natural extension of the show’s themes. Taking elements and ideas from the show, we transformed the audience from observers to participants in a unique, private environment.

Transforming the venue from conference to club in just 2 hours, the experience was intended to get people talking, increasing buzz for the show, venue and destination amongst the VIPs, celebrities and media in attendance.

Results

The event received overwhelmingly positive feedback.

Extensive media coverage in mainstream and lifestyle press, both online and offline, helped to establish House Of Dancing Water as a "must see" attraction for Macau’s legion of mainland Chinese visitors.

‘The House of Dancing Water’ has been almost constantly sold out since launching in September 2010.