SELECTIVENESS
It is certain that Berlin has created a name for itself in the world club scene. So much so that people travel the world to experience the nightlife. Many clubgoers from abroad are taken aback when their club going vacation comes to a halt trying to enter the top clubs of Berlin. You often read reviews of angry clubbers releasing their anger from a night trying to enter Berghain, Sisyphos, Watergate, Tresor, etc. This is especially a shock for US clubbers who are accustomed to clubs that will accept anyone over 21.
(Clubber in Berlin)
So has this notoriety created a buzz around Berlin? Perhaps. It is human instinct to want to feel accepted, especially in a nightlife scenario. The king of unacceptance is Berghain. Many claim that Berghain's big bouncer, Sven has an extremely selective view for whom he lets into the club. In a recent interview he said this:
"Being a bouncer, his book argues, is all about fostering the "right mix": "I don't mind letting in the odd lawyer in a double-breasted suit with his Gucci-Prada wife. If they make a good impression, let them in.
"We also take guys in masks and kilts, or Pamela Anderson blondes in run-of-the-mill high-street outfits who tag along with bearded blokes, licking the sweat off each others' armpits. That, for me, is Berghain."
(Notorious Sven)
The idea of selectiveness has definitely helped Berlin to grow. It is easy to create a name for yourself but it is not so easy to create a name that few people get the chance to see. Berghain's minimalistic website pushes this idea even further. They do not reveal themselves, but rather serve a platter of uncertainty and fog. From a marketing standpoint, this is the ideal situation. Get yourself so well known that you can let in the people you like while keeping others on their toes. It creates hype and most importantly still pays the bills.
(Berghain's Current Homepage)
I will say that Berghain's marketing is ideal. So why doesn't everyone do it? Well the conditions for Berghain's notoriety were ideal. The wall came down and people were searching for an expressive place for partying. Berghain's untainted environment created the food that people were craving. With that they created the selectiveness. It is rare that you find a club as Berghain in other parts of the world as well. There just isn't the same need for it.
(Berghain's Size)
Is the Berlin selectiveness changing? Well of course. As Berlin's face becomes more professional and business/ tourist oriented so do the clubs. Old berliners say Berlin's scene is long gone, tainted by the incoming foreigners and outsiders. But others say that it is bringing a new life to the scene, creating an immersive environment like never before. My opinion. Who cares? So many of the people I met were tied down to the name of a club rather than the time they had at the club. I had great nights at obscure clubs, not because they were the top club, but rather because the environment was great. So I suggest if you do visit Berlin, you don't just go to the top clubs. Go to the place on the corner, you might just find yourself having an amazing time!
(Small Club Berlin)
Does this mean the top clubs aren't worth going to? Of course not! The top clubs will have the "top DJS" Their dance floors are pieces of art, the sound systems are out of this world and the drinks will be unbelievable. But it is true that clubs take advantage of the we're better than you motto. So don't get caught in the trap of believing you aren't good enough. Everyone has their bad nights in Berlin. Sometimes you go out and you get in everywhere and sometimes you don't! As Sven said, bouncers want a range. So cheers to selectiveness, and fuck it as well.
No comments:
Post a Comment