Ultra-Modern Immersive Nightlife Spaces

Concrete Amsterdam Unveiled Its Latest Concept — 77

Concrete Amsterdam, a design studio known for its hospitality and nightlife projects, has unveiled 77 — an immersive nightlife and event space hidden beneath the streets of Marylebone within The BoTree hotel. The studio transformed a raw, double-height basement volume into a dynamic venue where architecture, light, and sound operate as one.

Concrete Amsterdam's design process began with an intentionally asymmetrical configuration rather than a conventional theatre-style balcony. This created constantly shifting sightlines and alternative perspectives that allow guests to experience the club from multiple visual angles across both levels. Custom-built tiered seating and an upper mezzanine redefine how audiences relate to performers, with VIP tables spread across both floors offering direct views and full-service hospitality. The sculptural feature staircase connects the levels as both a functional connector and a focal design element. A continuous grid of gold and silver LED lines follows the curved, asymmetrical geometry of the interior, visually stitching the upper and lower levels together.

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