"Luxury and white-glove service."
That's what South Beach socialites and club wreckers alike should expect from the new SET.
In early January, we here at Crossfade reported that the Opium Group club would be closing for renovations in order to become the Miami nightlife spot "where true VIPs pop champagne."
So now SET's got a new look from Ghosthouse Designs' Mark Lehmkuhl, not to mention a new logo. And tonight, the Lincoln Road velvet-rope mecca will reopen with a private preview of its "complete renovation."
"Say good bye to the mega club experience, and hello to provocatively themed shows and hands on service," a news release from the Opium Group reads.
"SET is for the elite seeking a VIP nightlife experience, focusing on personalized, white glove service. In a departure from massive parties where glowsticks reign supreme, SET satisfies the need for an intimate and extraordinary nightlife experience on South Beach."
But it's not just the vibe that's different. The club's "décor" has gotten a major face-lift from the designer, Mr. Lehmkuhl, "featuring blue, gold and grey hues."
"Smokey mirrors will line the walls," the Opium Group enthuses, "and sixteen select VIP tables featuring exotic woods and violet linen fabrics, will be placed throughout, providing guests plenty of elbow room to celebrate.
"The DJ booth will be repositioned at the head of the room, and sleek marble bars will flank the east and west walls featuring hundreds of premium liquors and champagnes. Wall-high LED panels will line each surface featuring innovative and cutting-edge video art curated by renown video artists from around the globe."
As for the music, the Opium Group has tapped sexy lady DJs Helena and Tatiana Fontes for tonight's private preview while arranging for French house superstar Bob Sinclar to preside over the official grand opening party on March 22.
SET Miami's Schedule for Miami Music Week 2013
Friday, March 15 Private preview with DJs Helena and Tatiana Fontes. For table reservations, email firstname.lastname@example.org or call 305-531-2800.
Saturday, March 16 Bergmans Sthlm Nightclub in Miami, celebrating the birthday of Patrik Slettman with DJ Ross One and Damaged Goods. For table reservations, email email@example.com or call 305-531-2800.
Sunday, March 17 Evolution with DJs Louis Dee, Patrick M & Dave Sol. For table reservations, email firstname.lastname@example.org or call 305-531-2800.
Tuesday, March 19 Lío Ibiza presents Be Crazy with M.A.N.D.Y.'s Philipp Jung, Jean Claude Ades, and DJ Nadav Vee. Tickets via theopiumgroup.com/mmw2013.
Wednesday, March 20 Chris Lake and John Dahlback. Presented by Mutants and Rising Music. Tickets via theopiumgroup.com/mmw2013.
Thursday, March 21 Ready, Set, Spin. With Cosmic Gate, Rebecca & Fiona, Showtek, Moguai, Wippenberg, Bass Kleph & Paige. Tickets via theopiumgroup.com/mmw2013.
Friday, March 22 Bob Sinclar & Guests. With Michael Calfan and Erik Hagleton. Tickets via theopiumgroup.com/mmw2013.
Saturday, March 23 Arty Presents "Together we Are." Presented by Spin Artist Agency. Tickets via theopiumgroup.com/mmw2013.
Sunday, March 24 Sasha & Friends. Tickets via theopiumgroup.com/mmw2013.
But even with nine big bookings for Miami Music Week, it seems the new SET remains most determined to distinguish itself from other Opium Group clubs (and the rest of SoBe's nightlife scene) by aiming for those extreme levels of "luxury and white-glove service," e.g. personal escorts to the men's room.
"A dedicated waitress will attend to one table of guests for the entire evening," the news release explains, adding, "SET's exclusive 'table butler' will also assist each guest -- from making restaurant and hotel reservations, to lighting cigars and walking guests to the bathroom, to fetching the car from the valet -- meeting each guests needs within SET and beyond.
There will also be magnums of champagne delivered via "zip-line" and calorie-counting bar apps for drinkers on a diet.
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"Table service provides the ultimate spectacle, as 'flight attendants' zoom overhead via robotic zip-line to deliver bottles in the ultimate display of grandeur.
"Even the art of cocktailing goes high-end at SET, where guests can order and sign directly via iPad, which includes pop-up features exclusive to SET, allowing for side-by-side views of bottles to compare prices, proof and even calories."
So just stay skinny, VIPs. And we'll see you tonight on South Beach.