House of Coco: Behind the Brand - Egg LDN
Music, Fashion and lifestyle magazine House of Coco recently sat down with Egg London owner Laurence Malice to discuss his vast experience in the music industry, how he's kept Egg at the top of the game and what lies ahead.
Music, Fashion and lifestyle magazine House of Coco recently sat down with Egg London owner Laurence Malice to discuss his vast experience in the music industry, how he's kept Egg at the top of the game and what lies ahead.
"Egg London in Kings Cross has proved itself to be a real contender, if not the leader, in London’s underground clubbing scene. Embracing all musical genres the venue has grown to become one of the most popular clubs in the Capital.
Egg London opened in a blaze of publicity in May 2003. As the brainchild of club supremo Laurence Malice, that same year Egg London won the prestigious BEDA award for Best London Club, one of the industry’s most coveted prizes and has since been nominated in the best venue categories for the Time Out Live Awards, the House Music Awards and came in the top 50 clubs in the world as voted by the DJs in DJ Magazine.
House of Coco went behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
Egg LDN opened its doors on Friday 2nd May 2003. The main reason for opening my own venue was to have security because after 12 years of promoting ‘Trade’ at Turnmills – the UK’s first legal afterhours, I still felt I had no job security and this was of utmost importance to me. Time has flown by. We’ve stood the test of time and endured everything the ever changing London nightlife scene has to throw at us and we’re now fast approaching the venues 12th anniversary celebrations this coming May 2nd. As it’s our 12th year we’ll be drawing inspiration from the Chinese Zodiac and its 12 signs, throwing two 12 hour parties in one huge weekend.
Whats your background?
For the main part, my history is as a club promoter. The parties at Turnmills went on to be the catalyst to some extraordinary events which I’m very proud of including Love Parade in Leeds appearing to one and a half million people. There were two stages. One hosted by Trade and the other hosted by Radio 1. The Trade stage had to continue for several hours longer once the Radio 1 stage had closed under the direction of the police to help cope with the vast crowds. No other club, gay or straight, has managed to achieve this again. Then there were launches of Trade at Twilo in New York, Privilege in Ibiza, The Palace in Los Angeles and the launch of Kinky Trade at Amnesia in Ibiza. And we certainly can’t forget Tony De Vit’s massive twelve-hour set at Trade London.
I have also been in a couple of bands in my time, the biggest being ‘Big Bang’ back in the late 80s. We were an electronic duo. I have a varied, yet always creative past.
How many people are involved in the company and what are their roles?
Throughout the venue including promotions and corporate events staff, builders, production teams, sound and lighting, management, bar staff, security and cleaners we employ in excess of 150 people on a weekly basis…
2015 is here, where do you plan on taking the brand?
2015 is all about taking the brand internationally, both with club tours and the newly launched record label. Our first International trip back in March saw us take over the world famous Amnesia Milano in Italy. Coming up we have an event at CDLC at Off Sonar with DJ Pierre, Hector Couto b2b Cuartero and Kyle E on 19th June, as well as Baum, Colombia with Hector Couto and Cuartero. In September we hit Groovefest, in the Dominican Republic and will host an Egg LDN Stage with Green Velvet and DJ Pierre.
The next step in our world domination will be early this summer, when we will release the first of our Egg LDN compilation CDs, mixed by resident Nick Curly. This will be released on our own new label ‘Egg recordings’ which will also be a platform for new, up and coming artists to get their music heard. We have just built a recording studio at the venue to encapsulate this new venture which we will also be using to host seminars from some of the established artists that currently play for us.
This year will also see our associate company ‘Egg Events’ grow following their recent win at the Cool Venue Awards for the ‘Coolest Multi-Purpose Venue’. Already lined up for summer 2015 we are hosting an awards ceremony, the ‘Hot 50’ awards and are part of the worlds largest festival of new opera ‘Tête à Tête’ among other very exciting events."
To read the full interview click here
"Egg London in Kings Cross has proved itself to be a real contender, if not the leader, in London’s underground clubbing scene. Embracing all musical genres the venue has grown to become one of the most popular clubs in the Capital.
Egg London opened in a blaze of publicity in May 2003. As the brainchild of club supremo Laurence Malice, that same year Egg London won the prestigious BEDA award for Best London Club, one of the industry’s most coveted prizes and has since been nominated in the best venue categories for the Time Out Live Awards, the House Music Awards and came in the top 50 clubs in the world as voted by the DJs in DJ Magazine.
House of Coco went behind the brand to find out more…
When did you launch the brand and what was the reason behind it?
Egg LDN opened its doors on Friday 2nd May 2003. The main reason for opening my own venue was to have security because after 12 years of promoting ‘Trade’ at Turnmills – the UK’s first legal afterhours, I still felt I had no job security and this was of utmost importance to me. Time has flown by. We’ve stood the test of time and endured everything the ever changing London nightlife scene has to throw at us and we’re now fast approaching the venues 12th anniversary celebrations this coming May 2nd. As it’s our 12th year we’ll be drawing inspiration from the Chinese Zodiac and its 12 signs, throwing two 12 hour parties in one huge weekend.
Whats your background?
For the main part, my history is as a club promoter. The parties at Turnmills went on to be the catalyst to some extraordinary events which I’m very proud of including Love Parade in Leeds appearing to one and a half million people. There were two stages. One hosted by Trade and the other hosted by Radio 1. The Trade stage had to continue for several hours longer once the Radio 1 stage had closed under the direction of the police to help cope with the vast crowds. No other club, gay or straight, has managed to achieve this again. Then there were launches of Trade at Twilo in New York, Privilege in Ibiza, The Palace in Los Angeles and the launch of Kinky Trade at Amnesia in Ibiza. And we certainly can’t forget Tony De Vit’s massive twelve-hour set at Trade London.
I have also been in a couple of bands in my time, the biggest being ‘Big Bang’ back in the late 80s. We were an electronic duo. I have a varied, yet always creative past.
How many people are involved in the company and what are their roles?
Throughout the venue including promotions and corporate events staff, builders, production teams, sound and lighting, management, bar staff, security and cleaners we employ in excess of 150 people on a weekly basis…
2015 is here, where do you plan on taking the brand?
2015 is all about taking the brand internationally, both with club tours and the newly launched record label. Our first International trip back in March saw us take over the world famous Amnesia Milano in Italy. Coming up we have an event at CDLC at Off Sonar with DJ Pierre, Hector Couto b2b Cuartero and Kyle E on 19th June, as well as Baum, Colombia with Hector Couto and Cuartero. In September we hit Groovefest, in the Dominican Republic and will host an Egg LDN Stage with Green Velvet and DJ Pierre.
The next step in our world domination will be early this summer, when we will release the first of our Egg LDN compilation CDs, mixed by resident Nick Curly. This will be released on our own new label ‘Egg recordings’ which will also be a platform for new, up and coming artists to get their music heard. We have just built a recording studio at the venue to encapsulate this new venture which we will also be using to host seminars from some of the established artists that currently play for us.
This year will also see our associate company ‘Egg Events’ grow following their recent win at the Cool Venue Awards for the ‘Coolest Multi-Purpose Venue’. Already lined up for summer 2015 we are hosting an awards ceremony, the ‘Hot 50’ awards and are part of the worlds largest festival of new opera ‘Tête à Tête’ among other very exciting events."
To read the full interview click here