VIP areas. Table service. Champagne and sparklers. Dubai’s nightclubs often focus more on image than sound. But recently, two partners decided to shake things up in the desert city. After founding their company Disrupt, Owner & Managing Director Kris Bell and Creative Director Adam Cotier set out to create a more underground, accessible club experience. Their mantra was, ‘We are the 99 per cent’ and their philosophy was ‘less tables, more dancefloor’.
Cotier and Bell believed they could realise their vision by launching a new venue, Industrial Avenue, where music and dancing would come first. “Without wanting to sound too righteous, our plan was to give a club back to the people,” explains Cotier, a DJ with over 20 years’ experience of working in many of the world’s most famous clubs. “We wanted to build a club for the normal folk who want to rave on a proper dancefloor with a proper sound system and spend a more reasonable amount of money.”
Having found the perfect venue – an empty space resembling a warehouse, tucked away in a first-floor corner of the Westin Dubai Mina Seyahi hotel – Bell and Cotier sought a sound system to complete their mission of filling the dancefloor in the 650-capacity main room. “We wanted a system that would deliver perfect clarity and a big, punchy sound without hurting your ears,” recalls Cotier. “And because most of the music we play at the club is underground, from house to hip-hop to techno, it had to be a system that DJs would be buzzing to play on.” Enter Hassan Alwan and Daniel Ball, Business Development Manager and Technical Manager respectively at Middle East AV company, Avant Garde. When invited to demo a system at the club, they felt the natural speaker choice was the Pioneer Pro Audio XY-3B. “Sound was the most important ingredient for Industrial Avenue,” explains Ball. “Adam and Kris knew the club wouldn’t succeed without a high-quality, powerful system.”
Although Cotier knew Pioneer DJ as the “industry standard for DJ equipment”, he’d never heard the brand’s club sound systems before. “I was blown away,” he remembers. “I was sold on it there and then. It was the first time in a long time that subs have made the hairs on my legs stand up.” The system was specified just a month before the club’s opening party on 1st August 2018.