Status:
Online
Client:
PopMenu
Established:
2025
URL:
Location:
IL, USA
Project Scope:
Website Redesign, Creative Direction, UX Strategy, 7Rooms Integration
Alvaro Morales
- Residence:Honduras
- City:San Pedro Sula
- Gender:Male
- Age:29
- Spanish:Native
- Englsih:C2 Proficient
- German:B2
- French:A1
Galería Chicago
Bar, Dinner, eCommerce, Restaurant Sites
Project Overview
Where Nightlife Meets Masterpiece
Galería Chicago serves as a unique cultural hybrid in Chicago’s Gold Coast, merging the high-energy pulse of a nightclub with the sophisticated ambiance of a modern art gallery. However, the venue's digital presence failed to convey this dual identity. The previous website was functional but flat, lacking the experiential richness required to attract a high-end clientele used to global nightlife standards.
The mission was to create a bold, immersive digital experience that rivaled major venues like Omnia Las Vegas. We needed to architect a site that wasn't just a brochure, but a mood setter—anchoring the design in dark, dramatic tones and splash-art visuals to capture the intersection of music, art, and high-end cocktail culture.
Challenges & Goals
The Challenges
Visual Disconnect: The initial design lacked the "cinematic" quality of a luxury lounge, failing to communicate the venue's artistic edge.
Revenue Friction: Key drivers like VIP Bottle Service and Private Event rentals were buried, and the reservation process was disjointed.
Mobile Expectations: The target demographic consists of mobile-first nightlife patrons who demand speed, style, and responsiveness.
The Goals
Immersive Aesthetic: Execute a "Dark & Gold" design system using neon hover effects and splash-art elements to evoke the feeling of being inside the club.
Seamless Bookings: Integrate 7Rooms directly into the user flow to streamline table reservations without clutter.
Navigation Clarity: Implement a 4-part CTA structure (Menu, Bar, Events, Private) to guide users instantly to their desired destination.
Strategy & Approach
Phase 1: Atmospheric Design
We anchored the visual strategy in a dramatic palette of Deep Crimson (#5e1515), Gold (#ece7d4), and Black. To capture the "gallery" aspect, we utilized splash-art elements and implemented grayscale-to-color transitions on scroll. Neon glow hover effects were added to interactive elements to mimic the venue's lighting design.
Phase 2: The Reservation Engine
Recognizing that table service is the revenue backbone, we integrated 7Rooms seamlessly into the interface. We avoided generic widgets, ensuring the booking flow felt like a natural extension of the brand experience rather than a third-party pop-up.
Phase 3: Event-Driven UX
We restructured the site architecture to prioritize programming. A dedicated Events page showcases upcoming DJ sets and art nights, while a distinct Private Events funnel promotes the space for high-ticket rentals, separating casual club-goers from corporate clients.
Solutions Delivered
| Area | Highlight |
|---|---|
| Visual Design | Created a custom "Splash Art" theme with #5e1515 and Gold accents, featuring neon hover effects for nightlife vibes. |
| Reservation Tech | Fully integrated 7Rooms booking system, optimizing the path for VIP table service and general reservations. |
| User Navigation | Engineered a split-screen 4-part CTA section to instantly route traffic to Menus, Bar, Events, or Private Dining. |
| Interactive UX | Implemented grayscale-to-color animations and subtle motion effects to increase user engagement and dwell time. |
| Mobile Optimization | Delivered a highly responsive mobile interface tailored for nightlife customers booking on the go. |
Results & Impact
Larry
Manager
“You successfully turned our website into a piece of art that matches our interior decor. The gallery load times are impressively fast.”
Brand Alignment
"Elevated Vision"
The client confirmed the new design finally matched the high-end reality of the venue, replacing a generic site with a bespoke digital asset.
Seamless Booking
Reservation Efficiency
The 7Rooms integration streamlined the booking process, reducing drop-off rates for high-value VIP table requests.
100% Mobile Ready
Nightlife Optimized
The responsive layout ensures flawless performance for the target demographic accessing the site via social media and mobile devices.
Screens & Layouts
Kevin
Owner
“I finally feel like our website works as hard as our kitchen.”
