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Lounge lizards, rejoice

The Star, 14 June 2012

A new lounge phenomenon is about to happen in Malaysia and it's called Studio Lounge. The mastermind behind this new, innovative concept is none other than AUM One Concepts. Best known for its high profile concept pubs and clubs as well as franchise F&B businesses, AUM One Concepts is one of the largest and most innovative F&B operators in Malaysia with more than 14 brands and 80 outlets nationwide.

The popularity and runaway success of the establishments under AUM One Concepts is testament to its visionary quality and capacity to conceptualised and execute industry-revolutionising ideas.

With an experienced and strong management, operations, marketing and design team (led by a UK architect and interior design consultant), Studio Lounge is set to take the entertainment and F&B industry to yet another level.

Studio Lounge also brings the trendy lounge concept to the neighbourhood. So you don't have to drive far or down to the city centre just to chill.

Innovative, contemporary, exclusive - these are three factors that make a successful party establishment. And these are what you can expect from Malaysia's newest lounge, Studio Lounge.

Interactive Drinking

In line with all things new, Studio Lounge will be introducing Malaysians to an exciting and innovative way of drinking.

How many times have you tried to attract a waiter's attention but failed? How long have you waited for your orders to arrive? Well, no more. For at Studio Lounge, you can pour yourself your own drink!

Studio Lounge's interactive American-patented on-demand drinking system lets you pour your own beer at your own table. This makes Studio Lounge the first F&B operator in Asia to introduce this patented, American designed draft system. More than just a personal tap, this on-demand system tracks the amount of drinks you have consumed at your table, so you only pay for what you've drunk.

This evolution of the personal tap will see a new drinking culture with its interactive computerised-ordering system where consumers would be able to tap right at their table indefinitely from between two and three brands of beer from a single station.

Each table has its own Motorola tablet device that displays and tracks the quantity that has been poured out from the top.

The "On-Demand" drinking system is essentially a long draw beer system with taps fitted on tables. The beer kegs are remotely located inside a cooler and the beer lines, hidden from view, are run out to the individual tables.

The beer is also kept cold through a special cooling system, so you' re assured of an ice-cold beer each time you pour yourself one. The system utilises the most advanced beer monitoring equipment to ensure accurate reporting of every beer consumed.

Interactive entertainment

One interesting feature of Studio Lounge is its open mic sessions where you can jam with the live band! Guests are invited to choose their own songs and perform 'open-mic' on stage. More than just a karaoke, you get to sing along to live music.

You can take home a recording of your performance.

And if live entertainment isn't enough, how about some live radio? Radio stations like 98.8, Capital FM and Red FM will be broadcasting live and running station promotions from the Studio Lounge venue itself.

You'll see your favourite radio DJs at work doing what they do best in the lounge's own radio station. There's hardly going to be a dull moment!

Then as the night wears on, it's the resident DJ's turn to perform. Spinning groovy tunes, the party mood takes over, so guests can let their hair down even more.

But what if you're feeling a little peckish? Of course, Studio Lounge has a food menu that's bound to satisfy those late-night cravings as it serves up a fusion of Asian and Western delights.

This best-of-both-worlds combination of party entertainment and a great drinking concept cater to everyone and is set to make Studio Lounge a hit in Malaysia's night scene.

Lounging it up at Tropicana City Mall

The first-ever Studio Lounge is all ready to turn up the chill factor at Tropicana City Mall.

Scheduled to open on June 28, Studio Lounge at Tropicana City Mall will certainly have PJlites rejoicing. The gradual transformation of Petaling Jaya from a quiet suburban neighbourhood to a hip and happening location has made it one of the hottest spots in the country to hang out in.

Come July 4, Studio Lounge at Tropicana City Mall will have its soft opening for invited guests.

Party animals wanting to get on the guest list just need to register themselves on the Studio Lounge website at to receive their exclusive invitations.

And as part of the run up to the soft opening, Studio Lounge will have a special Football Viewing Party on July 1. Watch the lounge transform into one huge football stadium and catch the match on the extra LCD screen. You'll have to book early for the best seats in the house. The first 200 to make their reservations are entitled to the 50% off Early Bird Promotion.

Of course, in addition to all these activities, you can expect more happening events, performances and drink promotions too!

For details, go to

The goal is to have 10 Studio Lounges nationwide in a period of two years. Three have been planned for Klang Valley, with the first Studio Lounge opening in Tropicana City Mall followed by Sunway Pyramid and downtown Kuala Lumpur.

Non-Klang Valleyites don't have to worry about being left out though, for there will soon be Studio Lounge outlets opening Up in Penang, Johor, Ipoh, Melacca, Kota Kinabalu and Kuching!

All this is made possible through AUM One Concept's brand licensing venture. Brand licensees will benefit from AUM One Concept's competitive advantage while tapping into years of management and marketing expertise. The Group will work closely with licensees to ensure the success of every Studio Lounge that it opens.

All licensees will receive ongoing support from setting up to the running of the business. This includes training, shared sales and industry data,market intelligence and trend reports, volume purchase discounts as well as design and interior decoration counsel- to keep with brand consistency and image.

As with any entertainment or F&B establishment, location is a pivotal factor. Through the combined efforts, network, relationships and resources of both companies, AUM One Concepts is able to acquire prime venues and first-hand options for locations throughout the Klang Valley and across the country.

Additionally, AUM One Concepts will work with business partners on improving operations, maximising bottom line and growing sales to ensure long-term sustainability of their business. Continuous advertising and promotional support is provided as well.

AUM One Concepts' combined marketing experience of over 20 years already makes it a dominant player in the F&B scene in Malaysia as well as Asia. With marketing resources that include a database of over one million customers, strong client and media relationships as well as an effective guerrilla marketing team, Studio Lounge is all set to heat up the 'chillax' scene in the country.

For brand licensing opportunities, email or call 012-202 4444.

Studio Lounge has a food menu that's bound to satisfy those late night cravings as it serves up a fusion of Asian and Western delights.

The "On-Demand" drinking system is essentially a long draw beer system with taps fitted on tables.