Pop Playrooms

Pop music inspired crazy golf concept, Pop Golf Wembley, was ready to grow up into a multi-activity bar experience. They had identified two ex-restaurant spaces in the Rotunda, Kingston-Upon-Thames that could be converted into one 5000sq ft destination. Our challenge was to develop the brand beyond crazy golf, uplift the customer experience and design a truly exceptional venue that would act as the template for future locations.

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Brand refresh

To accommodate a multi-activity concept that might flex its offering depending on venue size and location, we needed a dynamic brand that maintained the proof of concept identity, yet announced itself onto the Kingston scene with a fresh new sound. Pop Golf was built on a belief that nothing brings people together like music and play, and that will never change! We harnessed that mantra, combined with our mission, to celebrate pop music and be everyone's favourite place to play, pivoting the identify to become the definitive place to play for music lovers with a competitive streak.

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Music is built into the visual identity through ownable icons, flyposter backdrops, and a live performance vibe. Whilst the tone of voice takes its cues from music journalism and iconic pop artists. A completely unique wrapping, focussed on communicating the fun packed customer experience.
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"We asked Smith & Devil to create a competitive socialising concept for a franchise. What they did was completely reimagine the category." Allan Saud, Pop Playrooms.

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