Balancing purpose with commercial viability is the KAVE imperative
The last five years has seen significant global growth driven by audience demand. Cities such as Washington, New York, Miami, Tokyo, Paris and countries including China, UAE and Australia are spawning must-see digital destinations.
Higher profile examples include the Atelier Lumiere in Paris, which has hosted ticketed exhibitions featuring Gustav Klimt and Van Gogh alongside innovative new works. Team Lab in Tokyo has also prioritised new forms - both being heavily oversubscribed.
MSG Entertainment continues to build immersive venue spaces internationally, while London’s Outernet development also indicates a demand for inspiring large-scale activations.
Prior to forming venue-based aspirations, the KAVE production team undertook over five years of R&D to hone best practice in the capture and presentation of performance-based 360˚ video with 9.1 surround audio. Collaborations with partners including BBC Introducing, SoulandJazz.com and Sennheiser have amassed over 6 million minutes watched across 350+ KAVE productions. KAVE’s mobile production unit has captured performances throughout the UK and overseas, from YouTube Space New York to the San Jose Jazz Festival courtesy of sponsorship from British Airways.
Late in 2018 we were invited by UK Music to soft launch in their space for BBC Introducing LIVE at Tobacco Dock, London. Two well-received 30-minute 360˚ live music show-reels were presented both for VR headsets and via a floor standing 180˚ projection facility.
Over the following year we honed our proposition through collaborative R&D with Igloo Vision and their dome installations, complimented by a 9.1 surround audio system supplied by longstanding collaborator Sennheiser.
The spread of Covid-19 early in 2020 enforced a momentary shift in priorities, when the KAVE production team pivoted towards opportunities on the content creation side of the business. This initiative entailed facilitating live streamed productions delivering real-time music performances to online audiences from venues including the Hampstead Jazz Club and Cadogan Hall in London’s Sloane Square.
FRANCHISE BUSINESS MODEL
The KAVE format is based on a scalable franchise model, with KAVE Immersive Limited being the ‘software’ company at the centre of the operation.
Regional operations constitute two categories of ‘hardware’ spinout, the first focused on larger venue activations and the second entailing development of high-street retail units. This incentivises regional growth through operational focus on managing and facilitating profitable audience-facing spaces. Current UK activities are focused on KAVE London, KAVE NorthEast and KAVE SouthWest.
Revenue streams include ticketing, catering, third party experiences (hire), product launches and brand activations.
KAVE was SEIS approved in December 2019.
Developments originally scheduled for 2020 have necessarily morphed into longer-term aims due to the pandemic. Having developed and tested both concept and infrastructure during 2019, we aim to launch our first 2,000+ square feet venue in London during 2022 - alongside regional activations.