MAJOR FOOD GROUP - ZZ’s PRIVATE MEMBERS Club
ZZ’s Club, located in the vibrant Design District in Miami, has long been regarded as the celebrated crown jewel of Major Food Group. With the highly anticipated opening of ZZ’s Club New York on the horizon, I sought to honor and celebrate the unique essence of ZZ’s Club Miami, positioning it firmly as the premier private club in the area. ZZ’s Club is undeniably THE essential spot in Miami; it serves as THE locale for the city’s true influentials. This recognition and spotlight truly set the stage for the upcoming grand opening of ZZ’s New York.
LONG FORM CONTENT
Celebrating the grand opening of the 25,000 sq ft ZZ’s Members Club in New York City’s Hudson Yards.
BACKGROUND
ZZ’s Club, a prestigious private members’ club that showcases exquisite interior design by the renowned Ken Fulk, offers its exclusive community the pinnacle of a luxurious experience, featuring a personalized style of hospitality and exquisite cuisine that is synonymous with the esteemed Major Food Group. The original ZZ’s Club made its debut during the challenging times of the pandemic — specifically in 2021 — in the vibrant Design District of Miami. Since then, it has successfully expanded its presence to New York City, attracting a diverse clientele.
MY ROLE
As a well-known and established Miami-based club, ZZ’s Club possessed a luxurious yet somewhat understated persona among the influential circles of Miami. As Major Food Group prepared to unveil the expansive 25,000 square foot ZZ’s New York to a discerning and sophisticated New York clientele, I recognized the urgent need to elevate and refine the perception of the Miami property and, by extension, the overall brand. Therefore, I aimed to position ZZ’s Club with a more contemporary sensibility, effectively branding it as the most exclusive yet modern Private Club experience available. This strategic repositioning would ultimately provide a positive halo effect for the New York property and enhance the reputation of the entire brand.
SOCIAL CONTENT
WEBSITE DEVElopment
Thus, I sought to create the following elements:
An ownable and recognizable brand positioning that is firmly supported by distinct pillars, with the founders being leveraged as the cornerstone of ZZ’s brand identity.
A unique and compelling point of view that positions ZZ’s Club as a private members club (experience) authentically grounded in premiere food and beverage offerings and showcased within over-the-top environments, ultimately creating a distinctive and desirable lifestyle for its members.
A carefully crafted brand persona that gives ZZ’s Club an intriguing sense of mystery, while also controlling the brand narrative and the imagery shared at any given time, thus generating an aspirational, allusive, yet approachable aura surrounding the brand.
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LOCAL CONTENT
