L'intrattenimento musicale dei locali notturni ha da molto tempo cercato di stupire il suo fruitore con “effetti speciali” che sono rimasti in vita per non più di una stagione, non lasciando nulla di “speciale” una volta finito “l'effetto”.

Il Micca Club, proprietà del Gruppo Innocenti Hotels, ambisce a lanciare una proposta originale nel panorama dell'intrattenimento nazionale. Il Micca Club vuole stupire ma lasciando il segno, vuole affascinare e fidelizzare il suo ospite ma senza trucchi e finzioni. Questo club apre le porte a un concetto innovativo di intrattenimento, concentrando tutte le esperienze creative del suo staff. L'obiettivo è la creazione di vari format, ideati e organizzati da un Lab che ha la sua sede all'interno del locale.

Questo laboratorio creativo, sotto la guida del Direttore Artistico Alessandro Casella (Il Giaguaro Magazine), non si occupa unicamente della comunicazione e del palinsesto degli intrattenimenti ma realizza anche format radiofonici per la sua radio online (Radio Micca Club), gestisce un'etichetta discografica (Micca Club Records) e redige una rivista/programma free press mensile: Micca Club Magazine.

La decisione di affidare la direzione artistica all'editore della rivista Il Giaguaro Magazine è di per se una scelta innovativa, Alessandro Casella porta all'interno della struttura del Micca Club una sensibilità creativa che ha affinato durante la realizzazione della rivista facendola diventare un oggetto di culto, ma ha anche una serie di esperienze musicali che lo hanno portato ad affermarsi come DJ a livello internazionale.

Musical entertainment in nightclubs has for a long time tried to impress its audience with “special effects” that have however not continued for more than one season leaving hardly anything “special” once the “effect” has worn off. The Micca Club, owned by Gruppo Innocenti Hotels, aims at offering an original proposal in the world of national entertainment. The Micca Club wishes to amaze while at the same time leaving its mark by charming and building customer loyalty without any fake tricks or pretence. This club is opening its doors to an innovative entertainment concept, concentrating all its staff’s creative experience. Its aim is to provide different kinds of creativity, which have been thought up and organized by an onsite Lab.

Artistic Director, Alessandro Casella (from the Giaguaro Magazine) is in charge of this creative laboratory. He doesn’t only deal with the communication and entertainment programme, but also realizes radio programmes for the online radio (Radio Micca Club), as well as managing a record label (Micca Club Records) and a monthly free magazine: Micca Club Magazine.

The Lab has organized a whole series of art and photography exhibitions and aims to continue its editorial work of the magazine, the Giaguaro Magazine. The aim of the Lab is to create a multimedia synergy between entertainment and production, which mean that Micca Club’s events would not only be limited for those present in the nightclub but also have a life of its own outside the club. This is what leaving its marks means, after our guests have enjoyed the entertainment offered at the Micca Club, they will also have the chance of continuing the experience on the Radio or by reading our Magazine, and logging on to our Portal miccaclub.com, to enjoy all the records and formats thought up by the Lab, enabling them to relive what they experienced live at the club in other forms.

The decision to entrust the artistic management to the editor of the Giaguaro Magazine is an innovative choice in itself. Alessandro Casella has introduced a creative sensibility inside the Micca Club which he has since refined during the realization of the magazine by turning it into a cult object, but he also has a series of musical experiences that have enabled him to become one of the best Dj’s on the international scene.