This tactical email from PSFK fave Urban Junkies offers a how-to for new night club owners. Even though it’s just for laughs there’s truths in there that reflect our times. An extract:

1. Start by creating a website that is slick yet utterly opaque. Since the reality will doubtless be a disappointment, the aim is to maintain an air of mystery and exclusivity.

2. Be sure to ‘open’ at least a month or two before you actually open. Whilst Fashion Week is ideal, any media awards and celebrity parties should suffice.

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