Before Pitch secured their Birmingham home, 2G was commissioned to lead a specialised conceptual design study for a potential subterranean venue. This project showcases our ability to translate brand identity into challenging architectural environments, providing the visual and strategic proof-of-concept required for high-stakes hospitality decisions.
The brief
The objective was to explore the feasibility of an underground “Pitch” experience in the heart of Birmingham. 2G was tasked with visualising how the brand’s high-tech golf and premium social offering could be integrated into a large-scale, windowless subterranean shell. The brief focused on creating a sense of “destination” and “prestige” within a hidden urban space, ensuring the brand’s luxury feel was maintained below ground.
The challenge
Subterranean sites present unique design hurdles that require a balance of technical pragmatism and creative theatre. Our conceptual study addressed:
- Atmospheric Engineering: Creating a sense of light, air, and volume in an underground environment without natural light sources.
- Flow & Scale: Designing an intuitive journey from street level down into a high-energy social hub, ensuring the transition felt premium rather than functional.
- Technical Integration: Visualising the placement of state-of-the-art Trackman technology within a fixed, subterranean structure, while maintaining optimal ceiling heights and acoustics.
- Concept Validation: Providing the client with high-fidelity visuals to help them assess the commercial and aesthetic viability of the site during their property search.
The solution
Our conceptual response turned the “limitations” of an underground site into a unique brand advantage, focusing on “The Hidden Club” aesthetic:
- Subterranean Luxury: We developed a design language centred on “illuminated intimacy” using architectural lighting and reflective textures to create a glowing, high-end sanctuary that felt exclusive and private.
- The Descent Experience: Our concept prioritised the arrival journey, proposing a dramatic entrance that signalled a transition from the busy Birmingham streets to an immersive, tech-led retreat.
- Strategic Zoning: We mapped out a layout that maximised the “dead space” of a large shell, positioning the high-energy golf bays as the focal point, flanked by a sophisticated, wrap-around bar to drive social dwell time.
- A Blueprint for Immersion: The resulting conceptual package provided Pitch with a complete visual and spatial toolkit. It allowed the brand to test the limits of their concept, ensuring that no matter the final architectural shell, the core experience remained uncompromised.
This project stands as a testament to 2G’s role as strategic design partners, capable of visualising the impossible and helping brands explore the full potential of their expansion plans before they fully commit to a new premises.
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