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Proud takes over Matter space

By | Published on Friday 28 January 2011


Well, any of you who read the CMU job ads section could have worked this one out for yourselves earlier this month. The Proud Group, best known for operating Camden’s Proud Gallery, is taking over the running of the club under London’s Dome, previously the Fabric-managed Matter.

The club venue in AEG Live’s The O2 complex will become Proud2, hosting weekend club nights and circus-themed productions – something between Manumission and a Vegas cabaret, I think. Maybe with some La Clique-style nonsense thrown in for good measure. The space has been dramatically revamped for its new remit.

Of course, Fabric’s efforts to operate a more conventional superclub under the Dome failed, almost pushing the wider company out of business altogether last year, despite the new venue being well received by artists and clubbers alike.

The recession hit plans to host corporate parties early in the week, while never ending engineering works on the Jubilee line at the weekends hindered the core club programme. Plus, of course, the whole O2 complex still has the issue that many Londoners perceive North Greenwich as being just this side of Amsterdam, and not as much fun.

It was rumoured last month that AEG would be more directly involved in the relaunch of the club space, and it’s not entirely clear if that is the case; if so, Proud will enjoy more secure funding than Fabric did. Either way, presumably both parties are hoping a more cabaret approach will get the audiences in. It might just work. And on the travel side, the new venue will operate its own Routemaster buses between the Dome and central London.

Confirming his new venture, Alex Proud told CMU: “I am thrilled to extend the Proud brand to a venue that offers clubbers something completely different. Proud2 will bring Vegas-style clubbing to London with a combination of theatrical shows, live music and big name DJs in a club that not only aims to serve but take care of our customers. There won’t be any experience like this in the city”.