In yet another effort to awestruck the youth brigade, MTV cafe has been extended to chain of cafes, as Viacom 18 consumer products together with Funbars Hospitality launched the first even MTV themed cafe – FLYP@MTV in the capital.
Encapsulating the verve and get-go persona of MTV, Viacom 18 consumer products has extended the brand beyond digital and merchandise and has come up with MTV themed cafe - FLYP@MTV under a licensing alliance with Funbars Hospitality Pvt. Ltd.
Conceptualised with an idea to create an environment that translates the brand value of MTV for the youth, FLYP@MTV delves into engaging, entertaining and enriching the fickle and extremely curious youth of today, which is evident in the interiors of the cafe that have been kept very raw and a lot of variations have been summed up to catch up with the ethos of the youthful brand.
Tech-enabled, FLYP@MTV is doing away with the typical platter and has got the menu curated by celebrity chef Ranvir Brar, while drinks have been taken care of by Nitin Gulati, the top bartender of the country. The café aims to provide patrons the opportunity to interact with it through touch points at the café, specially curated entertainment and a highly tech-enabled environment matching the ‘instant demand’ of the youth. A unique facet of the café is its nature of being an exclusive place to work during the day and transforming into a place to chill in the evening and a play zone at night.
FLYP@MTV also boasts the MTV Virtual Museum created to explore the world of MTV in years gone by through Oculus and Controllers. From MTV's varied merchandise items, one can view each item in the form augmented products on the shelf
The Talent Record Room will be an MTV style recording studio for an audience which can sing. One can record songs and upload it after reviewing the audio and video files of the song. Following the launch of the first café in New Delhi in December, more cafes will be launched in the next five years, beginning with Mumbai and Bengaluru.