Elton Chong

Project: Elton Chong
Location: Penrith, NSW
Type: Bar Fitout
Size: 120sqm
Branding & Art Direction: Soft Launch
Builder: Mobius PM
Graffiti Art: Johnie Evans
Photography: Inward Outward

/ REBELLIOUS, LAYERED, AUTHENTIC /

Following a design brief to pay homage to the arcade era and Kung Fu movie star, Elton Chong, alkimi partnered with branding agency Soft Launch to create a new bar fitout is unapologetic, branded and unique. The space features new bar joinery and custom designed metal work throughout, which is paired & balanced against and the curated yet chaotic nature of the wall treatments. Walls & windows are layered with velvet curtaining, mad magazine pastework, branding & graffiti.

Upcycled furnishings and vintage accessories create a sense of authenticity throughout the space, in addition to the graffiti added by local artist, Johnie Evans. The design intent is that the locals are invited to layer & add to the interior over the course of time, graffiti, stickers & tagging are encouraged, making the venue a truly localised hot spot. Branding & AV content celebrates & heroes the muse behind the space, Elton Chong. A large AV screen showcases Elton Chong’s feature films and his presence throughout is reinforced through feature environmental signage and branded elements.

alkimi & Soft Launch were present throughout the entirety build & post completion, ensuring this project was a success despite budget & timeframe challenges. Partnering with our client, the project team worked together to source & style authentic pieces that are essential to the character of the fitout.

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