SUNSHINE AT CLOUDLAND.
The lights of Bris Vegas just got a little brighter. The city’s latest nightspot had the population hyperventilating with anticipation as the Fortitude Valley site erupted into a wonderland. Now more than a few months after its doors heaved open, Cloudland is still the talk of the town; its schmick ambience and epic design presents something a little more urbane to this fundamentally Gen Y-infested entertainment precinct.
As with most eagerly anticipated establishments, speculation runs wild; and in the lead up to Cloudland’s opening, the Chinese whispers surrounding the age criteria for entry into this adult playground spread through Brisbane with amusing rapidity. It was rumored to be strictly for those 25-years and older, but of course now that the venue is up and running, that little word-of-mouth marketing gem has been laid to rest. Although ultimately nothing more than an urban myth, the whispers did carry some weight.
“Cloudland is not a ‘coming of age’ venue,” says Managing Director, Raphael Bickle. “We were finding that the Valley, particularly on a Saturday night, attracts a younger demographic and we wanted to appeal to an older demographic and get an older crowd.
“I wanted to do a bar to reflect where I was at – somewhere modern that I can go and my friends can go, which sets the standard for an older kind of market in Brisbane. We wanted to create a sanctuary in the Valley away from the grit and grime; somewhere lush and earthy, yet funky and glamorous too.”
Raphael is part of the infamous Katarzyna Group – the brand founded and run by the Bickle family – whose folio also includes the Empire Hotel and Press Club (both are heritage-listed venues), the Family, BUNK Backpackers and its kitsch nightclub Birdee Num Num.
Such an impressive collection of clubs, it’s almost a stretch to believe the man who began it all once traded his comfy life as a teacher (turned bookmaker) to hazard a chance at this whole clubbing scene. seventeen years ago, Raphael’s dad Louis bought the Empire Hotel on the corner of Brunswick and Ann Streets in the Valley – quite the risk at that time, as the area had etched a name for itself as the veritable thorn in Brisbane’s side. “A ‘den of iniquity’,” laughs Raphael, “but it was a punt that paid off. Since then, we’ve always tried to play a role in the development of the [Fortitude Valley] area as a vibrant and exciting entertainment precinct for Brisbane.”
Getting their skates on again, the Bickle family decided to snatch up the grimy old carpark and construct in its place this new mecca for socialites. The name ‘Cloudland’ was once used by the infamous dance hall that gave the baby-boomer generation of Brisbane some rockin’ good times – and this Cloudland is set to make an equally indelible mark. The hype began way back in 2005, when construction first began on the urban oasis. “Cloudland is big, elegant, opulent and lush; all earthy and organic tones, wrought iron and stainless steel mixed with exotic textiles sourced from around the world. The best tag so far is ‘Neo Dec’ meets ‘Mad Maximalism’,” Raphael says.
Cloudland is currently operating as two levels – the ground floor (Madame Hedges Garden), which also includes the restaurant area; and the mezzanine level (Crystal Palais). When you walk through the main doors, you’re engulfed by the sheer magnitude of space and the eclectic design palette – both envelope your senses and leave you just a little agape for a few minutes. So, colour me surprised when I hear that two more floors are yet to come! Later this year Cloudland will boast a third level, which will be a dedicated function space for larger events; and then a much more intimate basement bar for smaller soirees.
“The ground floor was designed to be a beer garden like no other!” explains Raphael. “Our designer Nic Brunner’s vision was inspired by the jungles of South America and was realised by creating the effects of a rain forest tree canopy through the retractable roof, a 10-metre water fall and a 14-metre green wall lined with thousands of plants. The tree motif that winds a vertical ‘path’ up the wall beside the marble bar, made from recycled cut logs and glowing resin flowers, is echoed on the ground in a stream of lights. The 25-metre long bar on the same level was carved from 14 tonnes of creamy marble in China, whilst behind the bar is a feature wall of tessellated timber rescued from the front verandah of the Empire Hotel after it was hit by a truck a few years ago.”
Upstairs in the ‘Crystal Palais’, the mood shifts to opulence overload. Here, you can park your derrière on the metallic and patent-leather booths, admire the velvet and silk wall paneling, and artfully examine the hand-made wallpapers (which, as an aside, I’ve heard is allegedly illustrated with a touch of the karma sutra… or perhaps that’s just another urban myth whispering through Brisbane. Note to self: a follow-up trip is required this Saturday evening, all in the name of research of course). “The Crystal Palais has another impressive bar – this one is the ‘glass ball bar’ made from 19,000 glass balls and 68,000 washers threaded together by hand,” boasts Raphael.
But this is definitely not one of those establishments that keeps its cards close to its chest – magnificence is written all over its face. “In keeping with the urban grittiness of the Valley,” says Raphael, “known for its alternative music and bar scene, the façade is a three-storey artwork – it has rings that can spin and 4,900 lighting channels on it. It’s a whole show out there – we can do heaps with it, but we prefer to keep things subtle, maybe only one ring turning at a time.’’
Not just a pretty face though, Cloudland offers a dining experience set to rival some of Australia’s most renowned restaurants. “It’s the first of our venues to have more of a dining focus, and we’ve had chef Michael Muir working on the food and the menu for the last six months. And the cocktail list seems to be getting quite the work-out!” Raphael enthuses.
One more whisper blowing about town is the matter of dress standards, and dare I say it… high ones at that. But Raphael assures us that while there have been some minor teething problems; ultimately it comes down to the Cloudland ethos. “We advise our patrons to look ‘sharp’ especially on Friday and Saturday nights. It’s a curly one and you are never going to please everyone, but it’s important that people make an effort and that we have people with the right sensibility patronising Cloudland.”
People of Brisbane, get your fancy pants on… Cloudland got all dressed up, so why shouldn’t you?
More info: 641 Ann Street, Fortitude Valley, QLD or phone (07) 3872 6600…
or hit on www.cloudland.tv.