Following the huge success of Swingers’ first permanent site, located in the City, Zachary Pulman Design Studio are delighted to unveil their design for the Institute of Competitive Socialising’s second site, located in the heart of the West End: Oxford Circus. Whereas Swingers City reimagined a 1920s English country golf club set in rolling lush grounds, Zachary Pulman’s design for Swingers West End takes crazy golf back to its seaside roots in a venue that reimagines the faded glamour of the 1920s English Riviera.
Breathing new life and fun into 20,000 square feet of the old BHS flagship store (which closed in August 2016), Swingers West End takes all the things that guests love about Swingers City, predominantly the holy trinity that is street food, cocktails and crazy golf and reimagines them in a brand new immersive and theatrical setting.
The incredible new Swingers location features:
The Bandstand Bar — A stunning all-day cocktail bar with an iconic bandstand canopy roof.
The Grand Hotel Bar — A free-standing building within Swingers that features a huge island cocktail bar and is inspired by the palm courts of the grand hotels of Eastbourne and Torquay.
The Promenade — A lamppost lined boardwalk that overlooks the Big Wheel Course on one side and is lined by beach huts on the other side. These beach huts are home to street food vendors Made of Dough (pizza), Patty&Bun (burgers), Breddos Tacos, and Hackney Gelato (ice cream and sundaes).
The Big Wheel Course and the Helter Skelter Course — Two beautifully designed, 9-hole crazy golf courses that are jam-packed with jumps, loops and moving obstacles (including a moving Big Wheel and Helter Skelter, naturally) where caddies serve cocktails to guests as they play from the bars on each course.
The Palm Lounge, The Sun Room, The President’s Committee Room and The Pergolas — A range of stunning private hire rooms and spaces that are perfect for groups of all sizes, ranging from 12 to 300 people. More details of these below.
A 10-camera photo podium — Because why capture your moment of victory for social media with one camera when you can do it with a 10-shot animated MP4?
The best bathrooms in the West End — The Institute of Competitive Socialising love a statement bathroom and these are no exception. Just think hugely spacious, mirror balls, gold tiles and a decadent love seat and you start to get the idea…
About the private rooms:
The Palm Lounge — An elegant space that continues the palm court vibe of the Grand Hotel Bar, this room holds up to 40 guests and is a great mix of lounge seating and standing reception room. It has great views over the comings and goings of the Grand Hotel Bar through the large window at the front. It connects to the other private rooms so can be hired with them or separately.
The Sun Room — For more intimate gatherings, the Sun Room features plush banquette seating and low coffee tables that run all the way round the room. The big glass windows ensure that you stay connected to the action.
The President’s Committee Room — Every Swingers has one, and at Swingers West End this stunning private room has a nautical theme. With its long dining table and fixed banquette seating, it’s perfect for a private dinner. However, the furniture can easily be cleared out to create a great party space.
The Pergolas — For smaller groups, these leafy pergolas — covered in fairly lights — are situated off the Grand Hotel Bar and overlook the action of the Helter Skelter Course and are a truly unique setting for cocktails and street food, before or after 9 holes of crazy golfing fun.
Take a tour around Swingers West End on Vimeo here.
Zachary Pulman, founder of Zachary Pulman Design Studio, said: “Both venues have a strong identity but with Swingers West End we were inclined to be more daring. Guests will enter through a disguised entrance, made to look like a misplaced seaside shop just off Oxford Street. Our focus was on making the journey through the spaces full of discovery and surprise, almost like walking through the world of Alice in Wonderland. Inside, the design is versatile and can easily be adapted and expanded at very low cost. This allows The Institute of Competitive Socialising to change the experience throughout the year and as the business grows.
Unusual elements within the design include the bar which is 28-metres long inside a bandstand, and the food stands, which are modern beach huts where the panelling has been designed to make the total appearance like an axonometric drawing (they look 3D but they are 2D). To further compliment the 1920s English Riviera brief, we took traditional iconography and re-interpreted it with a modern twist. Working with The Institute of Competitive Socialising, who choose fun over cool, has been a great experience and together we are creating exciting, visual and immersive spaces.”
Swingers Co-Founder and Managing Director Matt Grech-Smith said: “At the Institute of Competitive Socialising we are constantly striving to create the most enjoyable day or night out that you can have under one roof, whether it’s with a date, friends or colleagues. With Swingers West End I think we’ve come one step closer: our location, décor, street food, drinks, crazy golf and service all add up to make some serious fun…”
Swingers City was shortlisted for the ‘London Bar’ award in the Restaurant and Bar Design Awards 2017.
Swingers City won the CGA Peach Award in 2017 for Best Newcomer and has been nominated for Best Experience at the GQ Food and Drink Awards 2018.
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