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DOMREY LOUNGE x TYPEROOM

Domrey Branding Strategic Alignment

Partnership sync with JC on creative production, brand management scope, and launching Project Backroom for September & beyond.

01 // Campaign
Creative Shoot & Food Video Series
02 // Partnership
Brand Manager Scope & Collaboration
03 // Venture
Project Backroom & Sub-Brand Model
PRODUCTION & PROMOTION

Creative Campaign & Content Shoot

Staff Photoshoot

hospitality // team identity

Elevating Domrey's human connection through high-aesthetic, curated staff portraits and team culture reels.

  • Front-of-house & bartenders editorial-style photo sessions
  • Social-first vertical formats for Instagram & TikTok
  • Highlight craftsmanship, hospitality warmth, and cocktail mastery

Kitchen & Food Campaign

culinary // sensory video

Dynamic video campaign spotlighting signature kitchen dishes, preparation art, and dining ambiance.

  • High-energy kitchen ASMR & sizzle video cuts & chef interviews/interactions
  • Repositioning Domrey as both an elite drinking and dining destination
  • Targeted ad-ready clips & promotional carousel content
Total Production Budget Allocation
Covers photography, video production, editing, and launch-ready social assets.
$500 – $600 Total
PARTNERSHIP & COLLABORATION

Brand Manager Scope & Offer

Role Scope & Nature

hybrid // outcome-focused

Partnering directly with the founder to lead overarching brand strategy while spearheading the Backroom.

  • Not a 9-to-5 desk job — flexible attendance based on key execution days
  • Full ownership of marketing direction, social tone, and campaign rollout
  • Lead event concepting, community partnerships, and event/project execution

Offer & Compensation Model

base + performance upside

A structure designed to give full autonomy and align incentives on high-growth projects.

  • Base Retainer: $500 / month for overall branding & marketing tasks
  • Backroom Profit Share: Up to 20% commission on Backroom's event net profit
  • Autonomy: Complete creative freedom to experiment and scale from zero base

Mutual Fit Assessment

Evaluate collaboration dynamics — decide between an ongoing retained role vs. milestone project partnership.

Growth Runway

Backroom revenue currently sits at $0, giving JC an open canvas with direct profit rewards as it scales.

Strategic Synergy

Leverage cross-network reach between Domrey Lounge, The Bunkers, and Typeroom audiences, along with our vast networks of partnerships and sponsorships.

EVENT VENTURE

Project Backroom Concept

The Weekend Scarcity Model

exclusivity // high-yield

Operating exclusively on Fridays and Saturdays to build concentrated hype, energy, and zero weekday overhead.

  • No strain on weekday operations or quiet night costs
  • Positioned as the go-to weekend late-night destination
  • Fosters FOMO and tight-knit crowd curation

Target Audience & Vibe

premium gen Z // aesthetic nightlife

Drawing inspiration from trendy, high-craft underground clubs and lounges in vibrant cities such as Seoul and Ho Chi Minh.

  • Catered to trendsetters, creatives, and premium Gen Z crowd
  • Immersive lighting, curated soundscapes, and aesthetic photo ops
  • Signature bottle & cocktail experiences

K-Pop Kickoff Night

Launch with a high-energy K-pop theme. Partner with local fan communities & dance crews for built-in attendance.

Merch & Collab Drops

Explore exclusive custom merchandise, themed drink menus, and fan-club cross promotions.

Sub-Brand Evolution

Run 2–3 pilot events to build momentum before officially debuting Backroom (by Domrey) as a sub-brand.

TIMELINE & NEXT STEPS

September Execution Plan

Phase 1: Alignment & Collab Terms

Confirm the working model with JC (Retained Role vs. Project Collab), deliverables, and revenue share terms.

Phase 2: Shoot & Food Campaign

Schedule the staff photoshoot & kitchen sizzle video ($500–$600 budget) to seed social hype ahead of September.

Phase 3: Backroom Pilot 01

Execute the first Friday/Saturday theme night (K-pop / Fan Page collab), gather crowd data, and refine bar operations.

Phase 4: "Backroom (by Domrey)" Launch

After 2–3 successful test runs, officially launch the sub-brand with recurring programming and dedicated merch.

Phase 5: Future Expansion & Off-Site Works

Future branding works on expanding to daytime operations and off-site tasks (such as wedding/event catering, office popup, ...).

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