13 Group came to us to develop a brand that would become their flagship hip-hop nightclub. The objective of PAC STAR was to become Beijing’s premiere hip-hop club and push forward the burgeoning wave of youth culture in Beijing.

We conceived of and designed everything for PAC STAR from coming up with the name to positioning it as not just a nightclub but a mixed-use destination for sport, entertainment and hip-hop culture. OPEN FORMAT also was responsible for designing the brand visual identity and space of PAC STAR.

The PAC STAR experience resonated with consumers at a time when they were not able to leave China to experience the outside world. PAC STAR has become the best performing nightclub in Beijing by revenue per square meter in addition to becoming the capitol’s premiere hub for youth culture. PAC STAR has hosted events that include basketball tournaments, skateboard competitions and collaborations with brands such as the NBA and Starter.