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the curtain_ 

driving membership growth through partnerships

the brief_

The Curtain is a five-star hotel, private members club and live music venue in the heart of London’s eclectic and fashionable Shoreditch district. As a relative newcomer on the Capital’s competitive accommodation and nightlife scene – albeit one featuring a rooftop pool, bespoke artwork, London’s greatest minibar in each of its 120 rooms and a weekly Gospel Brunch – Siren was tasked with establishing it as the destination of choice for taste makers and trend setters to drive high-value membership enquiries, create buzz and open the door to strong strategic brand partnerships.


the approach_

Siren leveraged the unrivalled contacts book of our sister company Essence Communications to build relationships for The Curtain with London’s most influential media houses, talent agents, celebrity bookers and cutting-edge brands, and its most powerful Influencers, focusing on the delivery of a few big-hitting events that would put the property right on the map of those who need to know. 


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the result_

In a huge coup for the hotel, its first major event was the prestigious GQ Food & Drink Awards, the buzz from which was further supported with an exclusive membership-focused partnership for the magazine’s even-more-prestigious Man of the Year Awards. Subsequent partnership initiatives focused on Christmas (with the NSPCC), women, emerging comic talent, LGBT weddings and even a pop-up tattoo parlour have helped to put The Curtain right in the heart of the Capital’s scene – and, most importantly, drive up membership enquiries by more than 18% above target.