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The Revolution vodka bar is to trial a new Swedish concept – Real Sunlight – namely a “holiday simulator”, which emulates rays of heat and light, as an antidote to the UK’s inclement weather.
Running throughout the UK during summer 2008, the chain will be making the craze available as a bolt-on to private parties across its 55 bars.
Don’t be SAD
Replicating 100% natural sunlight and built with UVA and UVB filters, Real Sunlight reduces the harmful parts of the sun spectrum, while maintaining the health benefits.
Real Sunlight allows users to strip off to their shorts and turn slightly brown (one hour under one of their lamps is the equivalent to 15/20 minutes of normal sunlight) on a “mock tropical sand pit”, complete with sun loungers, palm trees and cocktails – all in the comfort of 28 degree heat.
The company also provides multiple-sensory stimulation, including the option of a gentle breeze or wave/jungle sounds.
Hot stuff?
With UK pubs and bars struggling to drag in the customers, such an idea (particularly for the festival loving youth/student market) does have novelty appeal and makes a welcome change to quizzes and karaoke.
Providing a holiday atmosphere in an urban pub could be a successful way to lure in the customers, who are looking for the perfect venue for their party, with a certain something extra. The holiday theme could easily be supported with cocktails (ideal for a vodka bar) and tapas-style food, which Revolution favours.
As gimmick’s go, it is worth a shot (or two), but whether it has the distance to stand the test of time is unlikely.
