VERSUS is a multi-dimensional lifestyle brand rewriting the rules of hospitality, marketing, and venture capital in Washington, D.C. Under the visionary leadership of CEO Vinoda Basnayake, VERSUS has become synonymous with innovation and disruption. This dynamic brand is not just about creating spaces but crafting experiences that resonate deeply with its diverse audience.
“VERSUS is more than a brand. We aim to deliver unparalleled experiences that stay with you long after the event is over,” says Vinoda. This ethos is evident in every facet of VERSUS, from its award-winning hospitality ventures to its groundbreaking marketing strategies and innovative investments.
Hospitality Redefined
VERSUS’s hospitality ventures are the crown jewels of D.C.’s nightlife and dining scene. Take HEIST, for example. Named the #1 lounge in America by the Nightclub & Bar Awards in 2018, HEIST is the ultimate luxury nightlife destination. Its discreet yet electrifying atmosphere has made it the go-to spot for celebrities like Drake, Michelle Obama, and LeBron James.
“Our goal with HEIST was to create a space that feels exclusive yet welcoming, where every guest can feel like a VIP,” explains Nikki Braden, Vice President of Hospitality at VERSUS. The success of HEIST is a testament to VERSUS’s ability to blend luxury with authenticity.
Another standout is Morris American Bar, a craft cocktail haven in downtown D.C. Since its inception in 2016, Morris has garnered acclaim for its artisanal drinks, welcoming atmosphere, and pastel-pretty décor.
“Morris is about creating a space where people can connect and enjoy the art of mixology,” says Nikki.
Casta’s Rum Bar, with its Cuban cuisine and innovative bar program, offers a vibrant indoor-outdoor setting that has earned accolades like being named one of the “15 Coolest Outdoor Restaurants Across the U.S. and Canada” by OpenTable. Meanwhile, Ciel Social Club, an opulent penthouse lounge, provides nearly 360-degree views of D.C. landmarks, making it the decadent nucleus of D.C. nightlife.
Treehouse Rooftop and Lounge, launched in 2023, is an intimate sanctuary featuring Latin-inspired bites, imaginative cocktails, and lively D.J. sets amidst lush greenery in a historic building. Each venue under VERSUS Hospitality is designed to offer a unique and unforgettable experience, reflecting the brand’s commitment to quality and innovation.
Crafting Unforgettable Experiences
The company’s impact extends beyond its hospitality venues. The brand is known for curating groundbreaking pop-ups at major events like SXSW, Austin City Limits Live, and the Kennedy Center. These activations showcase VERSUS’s knack for crafting unforgettable experiences that perfectly align with its brand ethos.
“We believe in pushing the boundaries of what’s possible in event experiences,” says Jared Nozick, Chief Marketing Officer. “Our activations are designed to engage and inspire, creating lasting memories for our guests.”
The Power of Storytelling
VERSUS Agency, the brand’s marketing arm, is a strategically assembled group of marketers, creators, and storytellers focused on bespoke, innovative digital solutions. The agency works with brands, industry mavens, celebrities, concepts, and executives with one common goal – growth. Services range from digital marketing and creative design to campaign development and event planning.
“Storytelling is at the heart of everything we do,” says Alden Newman, Vice President of VERSUS Agency. “We don’t just market brands; we create narratives that resonate with audiences and drive engagement.”
VERSUS Agency’s ability to blend creativity with strategic thinking has led to the successful execution of numerous high-impact campaigns and activations. The agency’s work is characterized by its innovative approach and commitment to excellence.
Innovating Through Ventures
The newest arm of the brand, VERSUS Venture, is dedicated to investing in innovative people and ideas. This venture arm leverages the brand’s marketing engine to launch its own in-house products and brands and invest in complementary external ventures.
One of the most exciting ventures is Huggs, a wearable hangover remedy that took TikTok by storm. With support from mega-influencers like Alix Earle, Huggs quickly amassed over 50 million impressions and secured a national retail partnership with Urban Outfitters.
“Huggs is a perfect example of how we use our marketing expertise to bring innovative products to market and create a buzz around them,” Jared notes.
VERSUS’s venture arm is not just about investments; it’s about creating a culture and reflecting the brand’s values through brand expression. Every investment and product launch shows the brand’s commitment to innovation and quality.
A Culture of Innovation
At the heart of VERSUS is a culture that prioritizes core beliefs and values. This culture is the “x-factor” that sets VERSUS apart from its competitors, enabling the creation of distinctive spaces, campaigns, experiences, and products.
VERSUS’s ability to stay ahead of the curve and deliver unmatched quality and creativity is a testament to its strong cultural foundation. By maintaining its foundational principles, VERSUS consistently exceeds the expectations of a dynamic and ever-evolving market.
As VERSUS continues to expand and innovate, its commitment to excellence and authenticity remains unwavering. The brand’s multifaceted approach to hospitality, marketing, and venture capital ensures it will continue to set new standards and create unparalleled experiences.
