Unlocked Dublin

Abstract

This project proposes a new leisure model in Dublin aimed at young adults aged 18 to 35 who are interested in nightlife, social interaction, and innovative entertainment. Unlocked Dublin seeks to transform the traditional leisure offering through the creation of exclusive, surprising, and emotionally engaging experiences. The concept is inspired by the Spanish tardeo tradition, with events beginning in the afternoon and continuing into the early hours of the morning, allowing attendees to join flexibly according to their preferences and lifestyles. The project's main distinguishing feature is the secret nature of its events, as the venue is disclosed only 24 hours before the event takes place, creating anticipation and strengthening the brand identity. In addition, a loyalty programme, Unlocked CLUB, is incorporated to offer exclusive benefits and to collect relevant data on customer behaviour and satisfaction in order to optimise the overall experience. The initial investment amounts to €10,000, funded by the five founding partners, with profitability expected to be achieved within the first four months through sponsor support, ticket sales, and the gradual development of customer loyalty.