Situated on the lifestyle entertainment enclave of Ann Siang Hill is a newly-opened bar that brings a relatively novel concept to the F&B scene. Officially launched on 4 July, Bar Naked – fronted by the founder & CEO of Singapore’s leading artiste management company Fly Entertainment, Irene Ang – combines outdoor advertising and event marketing in its premises.
Conceptualized by multiple award winning Social Influence Marketing agency GOODSTUPH, Bar Naked serves as a blank canvas allows sponsors to take over and brand its minimalist two-storey space, allowing consumer interaction as well as out-of-home advertising like no other.
“The implementation of road closure at Club Street and Ann Siang Road in late 2013 was a significant prompt for change and need of spaces for social activities, recreation and respite. This led to the concept of Bar Naked. – Bar Naked co-owner Irene Ang, also founder & CEO of Singapore’s leading artiste management company Fly Entertainment.
Before Bar Naked was previously HQ Karaoke & Bar, also owned by Irene Ang. “There is a need for bars to reinvent itself every 2-3 years especially in this competitive stretch of Club Street,” explains Ang. “The implementation of road closure at Club Street and Ann Siang Road in late 2013 was a significant prompt for change and need of spaces for social activities, recreation and respite. This led to the concept of Bar Naked.”
“Cocktail bars have become an essential element in Singapore’s nightlife,” adds Bar Naked co-owner and founder of GOODSTUPH, Pat Law. “We’ve also seen the pop-up phenomenon here which risks becoming passé as they are increasingly overused by brands.”
“Bar Naked combines the best of both worlds and is a great way for brands to successfully create an impact by giving consumers something unexpected and out of the ordinary,” she adds.
William Grant & Sons (WGS) brand Monkey Shoulder has already confirmed that it will “take over” Bar Naked till the end of this year, which will be followed by other WGS brands. During this time, Bar Naked will feature an exclusive list of signature drinks incorporating triple malt Monkey Shoulder whisky as conceptualized by Zachary Connor de Git, Regional Portfolio Ambassador for William Grant & Sons and Singapore’s first representative at the Diageo World Class competition to win the Mediterranean Mastery 2013 title. Cocktails include Something Like Lassie (pictured below), which features Monkey Shoulder, orange bitters, lime, sugar and ginger beer, as well as the Malt Jockey, a concoction of Monkey Shoulder, sweet vermouth, maraschino and chocolate bitters.
“Monkey Shoulder is the first of its kind to ditch all stuffy rules and traditions about whisky which makes it the ideal brand to front the launch of Bar Naked,” says Felle Lim, Regional
Brand Manager, William Grant & Sons. “Stripped bare every quarter, the bar will be transformed as Reyka Vodka and Sailor Jerry take centrestage for their respective instalments, taking its audience into a kaleidoscope of art, music, lifestyle and fashion.”
“Combining characteristics of cheekiness and premium craft, this collaboration promises to push the boundaries between recreation and artisanship, redefining and setting the trend for the ultimate unique bar experience.”