Pitch White City is an immersive, high-end golf experience situated in the iconic former home of the BBC. As the first franchise site for the Pitch brand, the project represents a sophisticated evolution of their concept, blending professional-grade technology with a premium hospitality environment.
The brief
2G was commissioned to transform the former Kricket site into a flagship immersive golf destination. The objective was to respect and integrate the existing Pitch brand identity while creating a unique aesthetic tailored to the historic White City location. The design needed to accommodate two distinct offerings: a high-energy main social space and an exclusive, private-hire area for members, all while elevating the food and beverage (F&B) experience to match the luxury sporting offer.
The challenge
The primary challenge lay in optimisation: delivering a world-class golf experience and a vastly improved F&B offering within a smaller physical footprint than previous sites. We needed to:
- Maximize commercial efficiency: Design a layout that drives higher turnover and better margins through a streamlined F&B service.
- Balance heritage and brand: Integrating the “Pitch” DNA into the specific architectural context of the former BBC building.
- Zoning for dual-purpose: Ensuring the transition between the vibrant public areas and the secluded members’ space felt seamless yet distinct.
- Technical Integration: Housing five state-of-the-art golf booths and a high-functioning bar without compromising the “high-end” lounge feel.
The solution
Our design strategy focused on “compact luxury” ensuring every square inch of the White City site contributed to both the atmosphere and the bottom line:
- Spatial Innovation: By meticulously planning the main floor, we integrated five golf booths alongside a high-functioning central bar and a bespoke DJ booth. This creates a high-energy “social hub” that encourages dwell time and secondary spend.
- Elevated F&B: We pivoted the design to prioritise a premium dining and drinking experience, ensuring the bar wasn’t just a secondary feature, but a destination in its own right.
- The Members’ Lounge: A dedicated, private-hire space was developed with a more intimate, exclusive palette, offering members a sanctuary that feels worlds away from the main bustle.
- Contextual Aesthetic: The interiors pay homage to the site’s media heritage through refined materials and lighting, ensuring the “Pitch” brand feels evolved and site-specific rather than a “cookie-cutter” franchise.
The resulting space is a testament to intelligent hospitality design: a high-performing, high-margin venue that retains the fundamental quality of the Pitch brand while setting a new standard for their future franchise roll-outs.
We look forward to seeing our designs brought to life over the coming months.
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