There’s a small doorway to 1 facet of London’s Playhouse Theatre. Subsequent to it, names are being checked and lowkey black wristbands are issued to a handful of individuals. The visitors are taken via a labyrinth of corridors till they attain one other doorway. It’s the portal to the Package Kat membership; a Thirties-accented playground throughout the already intensely clubby Cabaret expertise in London, in partnership with Moet & Chandon.
Whereas atypical playgoers are heading to their seats, these visitors – a most of 26 every efficiency – are being plied with canapes and champagne earlier than becoming a member of the remainder of the theatre-goers (returning for the Package Kat Membership within the interval for extra treats and – after all – champagne). Cabaret on the Package Kat Membership, the manufacturing on the Playhouse Theatre, is one among London’s hottest tickets and this collaboration is each including one other layer to an already immersive expertise and a brand new route for theatre sponsorship.
Theatre-goers profit (even should you don’t go for the Package Kat membership choice, there are ticket choices that embrace a meals and a bottle of Moet & Chandon), an expertise that’s removed from the same old less-than-curated wine, packaged snacks accessible at most theatres, there are advantages for the sponsor too. Cabaret scooped seven Laurence Olvier awards in 2022, together with Finest Director for director Rebecca Frecknall, Finest Actor and Actress, plus Finest Musical Revival.
As Simon Ward–Nicholson, Group Director of Meals & Beverage at A.T.G. says: When our viewers enters the Package Kat Membership to see Cabaret, every thing they see, contact, eat and drink has been particularly curated, and is a illustration of Thirties Berlin – authenticity is the important thing. We’re making nice progress all through all 58 venues throughout the U.Ok., U.S. and Germany, with Cabaret on the Package Kat Membership inspiring the change.”
Punchdrunk, Britain’s main proponent of immersive theatre, accountable for a set of award-winning productions together with Masque of the Pink Loss of life in 2017 and Sleep No Extra, which was carried out in each London and New York and 2013’s The Drowned Man, at all times set in non-traditional areas, the place every theatre goer has a unique expertise.
Punchdrunk’s The Burnt Metropolis, its first manufacturing in eight years, is housed in two Grade II Listed Buildings within the coronary heart of Woolwich’s Royal Arsenal in London. Based mostly across the fall of Troy, it has the posh automobile firm Porsche as lead sponsor. In line with Punchdrunk’s pioneering methods, the producer has been integrated into the manufacturing in ways in which goal to be each refined and creative.
“Porsche has been a rare accomplice,” says Felix Barrett, Creative Director and founding father of Punchdrunk. “With Porsche, we now have labored on subliminal, dream-like references, which might be ‘Easter eggs’ for these already in-the-know concerning the model,”
“Pioneering spirit, creativity, modern design, ambition and playfulness are values shared by Porsche and Punchdrunk,” says Sarah Simpson, C.E.O of Porsche Vehicles G.B. “Our founder, Ferry Porsche, had the braveness to carry a dream to actuality, and as proud headline accomplice of ‘The Burnt Metropolis’, we now have loved serving to carry the pure imaginative energy of the Punchdrunk staff’s unimaginable immersive expertise to life.”
Just lately, The Punchdrunk X Porsche Expertise has been launched. Friends – one pair of tickets a month, received via a web based lottery, are pushed to The Burnt Metropolis within the all-electric Porsche Taycan sports activities automobile. Getting into the present by way of a personal entrance via a mechanic’s storage, with a reserved VIP desk the place they will watch cabaret courtesy in The Burnt Metropolis’s very personal bar, Peep. When visitors are prepared to depart, their private chauffeur will ship them again to their residence.
‘I hate to make use of the phrase ‘synergy’ however that is what sponsorship offers like this provide. Since theatre makers are compelled to seek out cash wherever they will, it is sensible to work with manufacturers that chime thematically with the present in query,’ says Nick Curtis, chief theatre critic of the Night Normal. ‘Particularly if we’re speaking about productions like Cabaret and The Burnt Metropolis, which had a whole lot of upfront prices – rebuilding or reconfiguring their venues – and huge casts. After all there is a sure irony concerned should you’re paying a premium to sip Moet whereas watching a musical a few hedonistic society heedless of impending doom: however that is type of the purpose.’