Queens
Skate Dine Bowl
Injecting new life into a beloved institution. Making Queen’s the go-to entertainment destination once again.
Location
London
Sector
Hospitality, Social Gaming
What we did
Interior Design, Graphic design, Art Direction
When a legendary 130 year old skate and bowl venue asks for a refresh, you don’t say no. With three bars, a restaurant, an ice rink and bowling lanes, Shed created a unifying design concept that ties everything together from curling to ice go-karting.
Redesign a beloved institution to reignite audience appeal. Unite a series of activities under one cohesive brand spirit.
Make Queens the glue that holds multiple activities together with a bold graphic identity that transforms an otherwise plain and expansive space. Subversive design cues tap into the subcultures of skating, bowling and sports bars. A multifaceted entertainment experience to last the night.
A stand-out design that gained instant traction and transformed an existing institution, instantly regaining audience appeal. We put Queens back on the map as a go-to entertainment destination.
Layereing references
Taking inspiration from ‘The Big Lebowski’, the design balances industrial chic with playful energy. Respectably honouring the last indoor ice rink in central London.
Our starting point is never the same. For Queens it was a jumble of references that share the same no-holds-barred attitude.
A multifaceted experience
The sports bar, or ‘Sin Bin’ is a messy, chaotic counterpart to the coordinated graphic punch of the VIP lanes. Layered, artwork and neon take you to a liminal space of eternal Americana, it’s dive bar heaven.
The key to unlocking Queens was building identify and experiences around its various component parts. A multifaceted experience, united by a single attitude.
