This is the sad sight of Mojo's, just around the corner from where I live in Brighton's North Laine which seems to have gone out of business this week. No surprise there - it has been completely dead every time I've walked past it. It's sad because I think (and correct me if I'm wrrong) it was an independent venture so obviously someone's dream is now in tatters.
Today, another bar called Fountain Head is opening about 15 feet away from Mojo's. This one is part of the pub chain Zel and you just know it's going to be a success. I'm convinced it's all down to the design. Despite being independent and therefore having a big opportunity to be different and full of character, the Mojo branding made it look like a bland franchise. Ironically, Fountain Head which is part of a chain looks unique, quirky and bang up-to-date with its blend of modern and traditional styling.
Apparently the food at Mojo's was good and it's in a decent enough location. I'm certain that if they'd done a better job of, well, not looking boring it would have done really well.
(Note to self: get more involved in the ongoing brand development at Nixon McInnes!!)
Comments