All Star Lanes has unveiled plans to open a “new generation” concept in London that will feature two cocktail lounges alongside its state-of-the-art bowling lanes.
It is due to open in March at Westfield London in Shepherd’s Bush, west London, as part of the retail and leisure complex’s £600 million expansion project.
The new 16,910 sq ft boutique bowling venue will feature 10 bowling lanes, a private event room, a heated outdoor terrace and two Art Deco-inspired cocktail lounges. Furnished with luxurious leather booths, it will also have private karaoke rooms and restaurants serving homemade-style American comfort food.
The quirky and premium new look will set a benchmark for several more sites for the brand planned across the UK by 2020. One of the bars at Westfield London is pictured as computer-generated image.
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 in the design and build like never before. We couldn’t be more excited for people to experience the new location for themselves.”
Keith Mabbett, director of leasing for 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 on 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.”
The venue will be located directly beneath the 230,000 sq ft flagship John Lewis store and overlooks a newly created outdoor entertainment space that will host a calendar of events.
All Star Lanes will be among more than 70 new stores, restaurants and cafes to open within the phase two expansion that will bring the total gross leasable area to 2.6 million square feet and the number of stores across fashion, leisure and entertainment to 450. Further major retailer announcements will be made imminently.
Since launching the original All Star Lanes in Holborn in 2006, the group has pioneered the booming “competitive socialising” sector. The brand already has a venue in Westfield Stratford City in east London along with further sites in Bayswater and Brick Lane in London and Deansgate in Manchester.
Luxury private rooms have become an important feature at the other sites such as The Lodge in Bayswater for “movie set America”, The Club House in Holborn, the “sleek and sophisticated millionaire’s playground” of The Penthouse in Brick lane, and the Elvis Presley-inspired Jungle Room in Manchester.