Liquid Lifestyle

A secret code grants a user access to this exclusive network. Member invite privileges are awarded to selected individuals. In order to enter a MiLOCATION guests are required to register online and then log in at the door when they arrive.

Technology

Multimedia interactive touch bars and tables have much to offer to the restaurant and bar industry. Although still in their early phase, they give consumers a more real experience and allow the brand to interact with their customers in different ways not yet observed in South Africa.

“The tables bring innovation as well as separation from other establishments,” says Shai Evian. “They bring to the bar and restaurant industry new ways to communicate a message/brand or product at the point of purchase. With growing technology and interactive components, expect to see some amazing innovation within this industry.”
LiquidChefs has received a fantastic response to its interactive tables. “People have definitely taken to it. But the technology is still in its infant stage. It needs to be given time to develop,” says Shai Evian.

“Living Life Liquid”

MiBAR and MiLOUNGE are designed to attract hip, trendy individuals from the age group of 21 and over, who lead energetic, fresh and progressive lifestyles and enjoy classy social environments.
Inspired by New York style bars, LiquidChefs creates bar atmospheres which focus on socialising. Good music forms the background rather than the core component of the entertainment.
Whereas MiBAR attracts a relatively younger crowd and is associated with a party vibe, MiLOUNGE appeals to those who enjoy a tranquil but exciting social environment.

Events

LiquidChefs showcased its interactive bars and tables at the Design Indaba 2010, activating “The-Mark” on behalf of Grolsch. “The-Mark” is an online network created with the idea of building a community which feeds and interacts through the content surrounding the “maverick” persona of Grolsch. Targeting individualistic people who enjoy the finer things in life, its content highlights aspects such as trends, fashion, brands and artists.

The innovative mediums by which “The-Mark” was presented include:

Multimedia interactive touch tables and bars.

Impressive graphics and advertisements shown on the surfaces of the front and back bars.
As barmen placed a Grolsch bottle on the counter, a digital coaster in the form of a “The-Mark” logo would instantly appear beneath it. This would be followed by a video showing the different techniques of opening a Grolsch bottle.

Design Indaba attendees were able to access “The-Mark” network, Facebook and Twitter through the tables. As promotional girls took photos with camera phones, the pictures were instantly uploaded to these websites.

Secrets of success

Shai Evian provides the following advice for new entrepreneurs:

Be passionate and love the work you do: Building a business from start up is not easy, long hours and can become very stressful. If you do not love what you do you will lose interest very quickly.

Do not look at a failure as a mistake but rather a lesson to learn from: When growing a business there will be lots of setbacks along the way, the difference between those who succeed and fail is how quickly you overcome them and get back on your feet.
Partner with and surround yourself with a team that compliments each other: Understand what your key strength is, focus on your own strengths and find other people to fulfil those areas. You cannot do everything yourself. Rather delegate and focus.
Keep focused. Find out what your speciality is and make it your mission to be the best. Do not try and do too many things, as you can lose focus of what made you so successful on the first place.

“You regret more the things that you didn’t do than the things that you did”: Rather than living your life asking ‘what if?’ take the chances, you need to go out and create the business.

Respect, fairness and equality: Treat others as you would like to be treated yourself.International trends

Michael Evian says that trends involve adding various aspects to beverages which are simple but effective. They differ according to the varied tastes of each country. Individual bars also vary according to the types of shooters and cocktails offered.

Trends include themes and methods of presentation which are introduced to increase novelty, create atmosphere and enhance the product.

Molecular mixology is an overseas trend which has developed within the last two years. Examples include:

Alcoholic flavoured ice cubes.

Alcoholic flavoured foams.

Various alcoholic flavours fused into balls and added to drinks.

Goals

LiquidChefs’ long-term goal for South Africa is to develop a network of members, bars, lounges and cafés all over the country, each offering a unique atmosphere. As the MiWORLD network and its locations grow, guests can expect to see innovative technological advances bridging the gap between online and offline interactions.
LiquidChefs has already gone global with its franchise branch in London, a carbon copy of the South African branches. Future goals are to expand in Europe and to launch venues in the United States, maintaining a high international standard.