Product Nightclub has shut it’s doors. With the growing condo community and development of the neighborhood, the venue has reluctantly left it’s home ahead of the end of lease.
“We can confirm that we have permanently closed Product Nightclub, located at 364 Richmond Street West. As courtesy to the commercial and office space attached to the nightclub, the landlord offered to buy the nightclub out of its remaining lease. We thank all of our patrons for support and business over the years.” – INK ENTERTAINMENT
The Richmond Street nightclub opened it’s doors 15 year ago, although going through many name changes, 364 West became an integral hub for Toronto and Canadian nightlife. After 4 years of operation, the venue was acquired by INK Entertainment, the show runners of the now defunct Guvernment Nightclub. The club and bar owning empire put This Is London on the map, a feast for the senses with a european style, including design work by Kenny Baird who curated several other premier properties in the city.
The entertainment district hotspot also became a home for celebrities of all shapes and sizes, including Paris Hilton, UFC’s Jon Jones ,Mike “The Situation” Sorrentino, Usher, Kardinal Offishall, and many others. At one point the venue was Toronto’s default location for house music, making way for a series called Soho Fridays with the likes of Deniz Koyu, Kaskade, Moby, DJ AM, Chus and Ceballos, Morgan Page, Mark Knight, Fedde Le Grand and a host of top tier DJs.
We spoke with Adrian Simon of INK Entertainment to look back on this groundbreaking venue in retrospective. He also provided some pictures from inside 364 Richmond during the tear down process. While browsing through the images you’ll see some manikins designed by Kenny Baird, a fully functioning fireplace that staff would light with logs before doors opened, as well as many of the locations event posters from throughout the years.
TRC: Why did 364 Richmond Street West have such an impact?
Adrian: I feel as though This is London bridged the gap between electronic music and Toronto’s upscale scene. At the time of its opening, the two worlds were fairly divided. The Guvernment was a massive all night party marathon until 7 or 8am, System Sound Bar and Footwork which were just opening up at the time were similar in that regard to Guv. This is London was so unique because 20-somethings would get dressed up, order a well crafted cocktail, and enjoy DJs such as Carl Cox or Benny Benassi. The door was tight. You had to look good and be well dressed to get in but once you were in, you felt like royalty. The award winning ladies washroom was practically a spa, h’orderves were handed out, the staff would know your name and know what drink you liked. The security in the courtyard would always have a lighter handy to light your smoke for you. It brought dance music to a whole new level of exposure and sophistication in Toronto.
TRC: What’s your fondest memory of the venue?
Adrian: I remember going to see Fedde Le Grande there for my 20th birthday. The club was packed and the vibe was so good. Standing on that dance floor listening to my favourite DJ as the co2 cannons covered the dance floor with haze was just incredible. I’ve seen Fedde play many times but I really feel like him (along with several other DJs) went all out when performing at TIL. It was just one of those venues that DJs became accustomed to. SoHo Fridays were just that kind of night!
Feature image by The Examiner