Competitive socialising

Crazy golf never sounded so good

Client
Pop Golf
Work
Concept development Naming identity F&B strategy Brand strategy Website development UI & UX Content writer & SEO Project management PR & marketing strategy & implementation

Crazy golf in a bar is the latest thing, but what happens when it's not? We harnessed the zeitgeist of pop music to create a new franchise that will always be interesting.

Simba Parks came to us with an available leisure unit at BOXPARK Wembley and the ambition to launch an outstanding new crazy golf franchise. We saw the opportunity to create an experience that never gets old.


In order to always be current, Pop Golf puts new music before everything else. The build concept lets you play in iconic music videos. The tone of voice behaves like a pop blog, and the visual identity stems from the landscape of 21st Century pop. The result is a brand and experience that evolves in tandem with the sound, personality and values of today.

Working with Zachary Pulman Design Studio and Cod Steaks, we built the venue to deliver layers of discovery and joy at every touch-point. Purpose-built for social sharing, our music-video themed set design combines gameplay packed with surprise and delight, insta inspiration and the ultimate Tik Tok backdrop.

By collaborating with music consultancy Tin Drum, we’ve turned Pop Golf into a platform for discovering up & coming acts. Working with indie labels we curate monthly news, reviews, interviews and promo spots that live online, in social and in-venue. If it’s new we know about it, and if it’s hot, it’s here.

All the latest hits, stunning insta friendly design, exciting gameplay and an on-point ethical f&b solution. The concept is based on the simple proposition that nothing brings people together like music and play.

An industry defining music concept needs a sound system to match. Partnering with Middlesex Sound, we installed a system that delivers the highest quality, all-encompassing coverage and clarity without being obtrusive as a consequence. Whilst elevating the bookable events space offer by giving customers the freedom to tailor their audio experience via an interactive iPad.

9 spectacular pop video themed holes, reactive audio visual effects, expertly curated playlists, monthly promos from the freshest breakthrough acts and a killer sound system that blows your mind not your ears.

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We asked Smith & Devil to create a competitive socialising concept for a franchise. What they did was completely reimagine the category.

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