Bowlero bar by CallisonRTKL, North Brunswick Township – New Jersey

May 31st, 2017 by retail design blog

Bowlero is an 82-lane bowling alley, nightclub and interactive arcade experience in North Brunswick, New Jersey. The newly renovated entertainment destination features recreational games and inventive menu items set in an eclectic environment that is full of nostalgic throwbacks. Bowlero is designed as a retro, hipster-inspired, immersive experience – an escape from the day-to-day. A vintage, 1969 fire-engine-red Ford Mustang convertible, the first of the venue’s many Instagrammable moments, greets visitors at the entrance.

The center features 48 neon-glow lanes with cushioned nightclub-style seating, touch-screen menus and 16-foot-screened television projectors over the lanes that show sporting events, music videos and quirky movies. In the past, bowling alley arcades were relegated to a dingy back room. The arcade at Bowlero features gaming tables, a custom Marshall-amp DJ booth and the center’s 24-seat, boomerang-style bar—all in the main concourse.

Reclaimed dark woods and metal create an industrial setting while found objects and vintage accents enhance the center’s retro design. Corrugated shipping-container metal wraps around both the guest check-in and the boomerang bar, furthering the industrial look. The repetition of racing stripes on the walls and the floor’s chevron pattern combine to create drama within the space.

Along the main concourse, just behind the alleys, the railings/drink ledges convert to bar-height tables via custom metal flip tops. When not in use for food serving purposes, the fixtures act as drink ledges for those watching the events from the concourse level. The metal tops rest below the railings, with stools tucked beneath. Lighting plays a big part in enhancing Bowlero’s nightclub vibe.

Suspended fluorescents wrapped in a custom orange gel give off an amber tone and are designed to mimic the chevron-patterned flooring and the racing stripes on the walls and banquette seating. Black lights cast a glow over the lanes while sputnik chandeliers light the guest check-in counter. A bespoke iron chandelier, industrial pendants and amber LED underlighting create a dramatic flair at the bar.

Design and photography: CallisonRTKL

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