ABOUT

The launch of Lane7 Altrincham’s Stamford Quarter venue marks the beginning of a series of new venues set to open this year, both in the UK and overseas, as part of the brand’s expansion following a surge in demand for competitive entertainment.

Creative design studio, Briggs Hillier, designed a Lane7 venue that offers a captivating brand experience through strategic environment design and considered creative interior schemes - prioritising the customer experience to optimize dwell time and customer spend.

Evolving the Creative Scheme – Working with key elements of the existing creative that delineates Lane7’s identity, Briggs Hillier applied an evolved interior scheme to the competitive entertainment brand’s new Altrincham venue that sits on the ground level of the Stamford Quarter Foundation building. Together, the designs of each activity zone tell a compelling brand story and capture the energetic personality of Lane7. Designed for maximum impact at night, if the draw of a crowd doesn’t attract passers-by, the discernible high-energy interior comprising of illuminations and dynamic tickertape signage, certainly will.

Introducing a dramatic evening of amusement – Setting the stage for a dramatic evening of amusement, customers are met with a theatrical interior illustrated through tactile materials, from red fabric curtains and reflective surfaces. Customers are invited to visit the timber clad games’ check-in desk before stopping by a stunning, ‘oil-stained’ iridescent metal bar with a concrete top where they’ll find a “delicious range of drinks, cocktails, hard shakes, and alcoholic slushies”.

Embracing the Benefits of Vertical Drinking – Not encouraging customers to sit for too long to keep energy levels high, the creative studio designed a limited amount of fluent high-level seating configured to aid natural customer flow and encourage participation in the surrounding arcade and party games on offer, from ping pong and shuffleboard to pool and air hockey. Further bespoke furniture can be found in and around the venue’s bowling zones to complement the respective schemes, from red plush benches to pipework seating topped with leather.

Harnessing the Pleasure of the Unexpected – From a darts zone characterised by blue geometric foam panels to a vivid pink beer pong zone set in a graffiti immersive corner, Briggs Hillier orchestrated a provocative customer experience by harnessing the pleasure of the unexpected. Switching up the interior scheme from one zone to the next, they also created a change of pace that engenders a heightened energy among customers. Anchoring the dynamic interior scheme is a core palette comprising of dark woods, bright neon-coloured accents, illuminations, and signature Lane7 graffiti murals.

The Main Event – Rooted in the brand’s identity, bowling at Lane7 will always be the star of the show which is why Lane7 Altrincham houses not one, but three bowling zones that draw on some of the best lane aesthetics to-date. Venture past the bar and you’ll reach lanes 1-3 exhibiting graffiti artworks in pinks, reds and oranges, punctuated with contrasting blue spotlighting for further sensory incitement. Venture further still and you will reach the partially concealed premium lanes reserved for VIP bowlers marked in a red luxury aesthetic with mesmeric angular lighting, but not before hitting lanes 4-7 lined with timber panelling and characterized by a polychrome graffiti mural above.

Encouraging Exploration & Discovery – Lane7’s signature graffiti was used as a tool to encourage exploration and aid navigation of the multi-purpose entertainment venue. Explore the perimeter and things start to get even more playful; customers will discover a ‘Kissing Booth’ where they can acquire a photo souvenir of their evening, and a brand-new karaoke room concept empowering them to sing and dance like no one’s watching. The private karaoke room devours customers in arresting illuminations, mirrored walls overlaid with pink vinyl, and a shower of glitter-like lighting emanating from an oversized disco ball hanging overhead.

Meanwhile, Briggs Hillier also extended key elements of the interior scheme to the venue’s “Disco Toilets”, bringing a sense of appeal into what might otherwise be a less than alluring space. Echoing the same maximalist energy found all over, a disco ball, immersive graffiti, cheeky one-liners and a separate sound system ensures that a trip to the toilets won’t bring down the energy of the night.

Briggs Hillier designed an entertainment and leisure venue fit for ‘Competitive Socialising’ – a growing trend based on rising demand for social spaces that put entertainment and leisure activities at the centre. Attending regular site meetings, the creative design studio witnessed the designs for this venue coming to life, and they look forward to applying their strategic abstractions and creative designs to further Lane7 locations going forward as the brand continues its expansion.