Designing a Pop-Up Club to Address Cultural Siloes

Challenge

In 2016, Lisbon saw a surge in expat growth, with over 10% of the city’s population identifying as expats by 2019. This rapid 100% increase in new cultural entrants led to a city divided along cultural lines, resulting in communities that often remained siloed. French, Italian, English, German, and Brazilian expats formed distinct social circles, limiting cross-cultural exchange. The challenge was to bridge these communities and foster a sense of unity through shared experiences. Our solution was to create a pop-up club that used cultural programming—spanning music, talks, and wellness events—to weave together these diverse groups.

Solution

With $40,000 in funding secured and a venue partnership established, we activated our pop-up in the iconic Michelin-starred restaurant, Eleven. Located atop Parque Eduardo VII, overlooking the city, Eleven sought to rejuvenate its brand and attract fresh clientele. Our pop-up provided the perfect opportunity to infuse new energy into this landmark location.

The brand name needed to resonate across multiple languages, given the time-sensitive nature of the project, which had to be operational within six weeks. We opted for a brand identity that was enigmatic and avant-garde, a stark contrast to the typical bright and sunny branding of Lisbon. The visual identity played with motifs of smoke and clouds, symbolizing mystery, while allowing glimpses of sunlight to represent the vibrant art and culture breaking through.

To ensure authentic cross-cultural engagement, we curated a diverse roster of artists, event promoters, celebrities, politicians, and influencers from different cultural backgrounds. Our strategy also involved leveraging local networks to organically integrate these communities, ensuring the club's message and events spread quickly and effectively across multiple cultural groups.

Results

With over 5,000 guests (local and global), four press features, and the title of “The Summer Crush of Lisbon” awarded by Time Out magazine, Twelve quickly established itself as the hottest weekend club in the city. The club became a dynamic hub where new communities came together, fostering collaborations across cultures. The energy was palpable, with a vibrant atmosphere and intimate interior design that encouraged guests to connect on a deeper level. Our attentive and welcoming staff further contributed to the space’s sense of warmth and belonging.

The impact of Twelve’s cultural experiment extended beyond the club’s walls. Three of our guest DJs have since launched their own successful clubs in Lisbon, while many regular attendees have gone on to open bars, restaurants, and event labels throughout the city. For those who experienced it, Twelve is remembered not just as a place of celebration, but as a unique space for connection and creative collaboration.