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Smith & Devil to develop new US crazy golf experience in city famous for its art scene.

The Park Richmond Virginia, a new multi-activity, restaurant and bar experience opens Summer 2022.

Smith & Devil have been commissioned to develop two 9 -hole crazy golf courses over 5000sq ft for The Park RVA. The Park will feature a bowling lounge, virtual golf, duck pin bowling and crazy golf. With three bars, an indoor beer garden, a restaurant, six food concepts and a day time coffee & workspace. Previously a call centre, the interior will take inspiration from the thriving Richmond arts scene and be designed by Ellis Adams group, with breathtaking individually themed spaces that give guests a reason to visit throughout the day.

Kevin Mura & Alex Lewis, Smith & Devil's leadership team have over 20 years experience in experiential design having previous created concepts for major brands such as Peroni, Nokia, Vodafone, The Discovery Channel and Microsoft. As a result of this, they saw the opportunity to elevate the traditional crazy golf experience into a play-centric work of art.

Teaming up with Christian Collins of FORM, the build will be overseen in their UK studios and shipped, installation ready to Richmond Virgina.

Creating a work of art

The Park RVA wanted to create something truly special, and for Smith & Devil, this passion gives them permission to take a fresh approach to a popular activity. Urban crazy golf may have become a staple in UK towns, but In America it is still a resurgent novelty. Therefore Smith & Devil have taken the opportunity to set the bar as high as possible, designing a beautiful centre piece to the venue with outstanding and unexpected game play.

Deeper brand experience

“It's one thing to design a crazy golf course, it's another to create well considered brand experience. We saw the opportunity to put this build at the forefront of the Park RVA marketing strategy,” says Alex Lewis

Kevin Mura adds, "We've created a brand for the course. Yes it lives within The Park RVA, but it has the flexibility to become its own venue. The design concept is its very own reason to visit, and the way we've used signage and instagram inspiration will inspire the holy grail of customer advocacy, we're really excited to be able to share our designs later in the year because this one is really something special".

Over the last few years, Smith & Devil has evolved from a straight branding studio to offer venue design, immersive attractions and project management, customer experience consultation, 3D modelling, and animations, as well as the services you'd expect from a creative studio such as graphic design, web development, videography, photography and copywriting.

Last year Smith & Devil developed the concept, interior design and communications platforms for Pop Golf at BOXPARK Wembley, a new social play experience for crazy golfers and pop music fans alike.

Wonderball @ The Park RVA will be their latest creation, due to open summer 2022.

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