Working with Universal Music Group and Universal Recreation Group, a series of live music performance and dance club concepts were explored. The ideation, "big idea," and experiential design effort was intended to identify a set of "branded block" venues that would form the basis of an operating business line-up as part of developing future Universal Studios Citywalk projects. Alternative concept explorations included: 1) a showcase place for art and music, transcendent, sensual, provocative - perhaps Philippe Starck inspired as an environment; 2) a place at the edge of town where the roots of American music, the heart of rock and roll, lives - essentially a nostalgic look at once raw, acoustic, sultry, visceral, and always passionate; and 3)the world stage - a place to connect with the experience of music-making: authentic, emotional, and interpretive, an organic and dynamic black box waiting to host the next event. Client: Universal Studios Recreation Group, New Business Development