A next-generation venue – All Star Lanes
All Star Lanes has opened its first new generation concept at Westfield London. The new opening is part of Westfield London’s £600 million expansion making it the largest retail, dining and leisure destination in Europe just 10 years since it first opened its doors.
The new 16,910 sq.ft boutique venue features two Art Deco inspired cocktail lounges, 10 state-of-the-art bowling lanes, a private event room and a heated outdoor terrace. The innovative design, which was created by Fusion by Design, sets a benchmark for several more sites for the brand due to open across the UK by 2020.
Speaking to Premier Hospitality magazine, Paula Jepmond Senior, Director at Fusion by Design said: “Our brief was to provide the interior design for All Star Lanes newest venue within the extension of the Westfield shopping centre. It was outlined from the start that the new venue would need to take a slightly more upmarket direction than some of their other sites as this would better suit the west London location. The All Star Lanes brand has a mid-century American heritage that is the key to the company’s ethos and it was important to maintain this but with a more stylish approach. We developed a concept scheme that drew heavily on Art Deco Americana, specifically thinking about 1930’s Miami; The strong shapes and patterns and the soft pastel shades of this era. The client was keen that we encouraged the customer to use this fantastic corner of the Westfield development not just for bowling, but for a variety of social occasions and that the bar and dining spaces were strongly design led.”
The new concept features luxurious leather booths, private karaoke rooms and restaurants serving homemade American comfort food. All Star Lanes is also striving to create the ultimate customer experience; every customer touchpoint will convey the quirky and premium nature of the brand.
Christian Rose, Managing Director of All Star Lanes, said: “The stunning Westfield London venue represents a new chapter for All Star Lanes and will act as the benchmark for several more across the UK before 2020. With the space in Westfield London’s new expansion, we’ve been able to engrain the quirky and premium nature of the brand on the design and build like never before. We couldn’t be more excited for people to experience the new location for themselves.”
The venue is located directly beneath the 230,000 sq.ft flagship John Lewis store and overlooks a newly created outdoor entertainment space that accommodates a vibrant calendar of events and activations.
Keith Mabbett, Director of Leasing, Westfield UK and Europe, added: “We’re thrilled to reveal that All Star Lanes will be pioneering the first of its new-generation venues at Westfield London. Our focus in developing the centre, which currently sees 28 million visitors each year, has been providing enhanced experiences in state-of-the-art surroundings that showcase the very best in leisure, dining, fashion and entertainment. A key feature of the expansion is a large open events space surrounded by the very best restaurant and leisure brands, creating a new destination in the capital for going out. All Star Lanes’ new concept will prove to be hugely popular with visitors to this new destination for West London.”
All Star Lanes is among 70 new stores, restaurants and cafes to open within the Phase 2 expansion that will bring the total gross leasable area (GLA) to 2.3 million sq.ft and the number of stores across fashion, leisure and entertainment to 450.
Paula added: “We have received very positive feedback from the client team and all that have visited. People are amazed and we hope that the scheme will really set All Star Lanes apart from the local competition and create a destination location which is beyond that of being simply a bowling lane.
“This project has been very important to us, it has been a long time in development on paper so to see this finally realised and open to guests is really exciting for us. This is a considered and well-crafted development which elevates the boutique bowling venue into a celebrated food and beverage destination to compliment the unique premium bowling experience. Having the opportunity to develop such a large location and from scratch is something that doesn’t come along every day and we hope that we can continue our working relationship with All Star Lanes.”
Since launching the original venue in Holborn in 2006, All Star Lanes has pioneered the booming ‘competitive socialising’ sector. The brand already has a venue in Westfield Stratford City along with further sites in Bayswater, brick Lane and Manchester.
UHS is a leading supplier in the hospitality industry for furniture, providing a great range of commercial furniture for most restaurant brands, coffee shops and food outlets.
UHS worked closely with Fusion By Design on this restaurant/bowling alley concept. The brief was Art Deco, with a Miami influence and the furniture has certainly stepped up to the mark – it looks amazing.
Dan Gillmore, Global Marketing Director at UHS said: “I visited this venue the other day and I must say it looked amazing, the manager said “We love the furniture, it really makes it!”. Thanks All Star Lanes for involving us.”