Pilgrim

Once known as Hoochie Coochie, this iconic Newcastle venue has long been a pilgrimage site for lovers of soul, funk, and jazz. With the regeneration of the Pilgrim Quarter, new investors approached Electrik Sheep Design to reimagine the space elevating it from cult favourite to luxury music destination.

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Our team stripped the brief back to its essence, mapping every asset from the 250-capacity live room and sprung dance floor to its world-class sound system. From there, we built a full 360° creative direction balancing heritage with high-end design.

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We delivered a complete brand and interior transformation: from visual identity and signage to murals, menus, bespoke vinyls, and engraved tabletops. Every detail was designed to connect; the graphics, the architecture, the merch. Creating a cohesive visual language and a new-era for one of Newcastle’s most beloved venues