Clays approached us with a clear vision: to create an immersive, competitive socialising venue that brings the excitement of virtual clay shooting into a refined, city-ready setting. The goal was to capture the spirit of the British countryside — the textures, tones, and energy of a shooting ground — while keeping everything contemporary, stylish, and completely un-themed. It had to feel elevated and playful.

The location in Birmingham’s historic Piccadilly Arcade brought both charm and complexity. Integrating a high-tech gaming experience into a listed building required sensitivity to the architecture while still delivering the immersive world Clays is known for. The real challenge was striking the right balance: rural inspiration without rustic clichés, and cutting-edge technology without a cold, digital feel.

One of the most surprising breakthroughs came from embracing colour. Instead of leaning into greens and browns typically associated with countryside references, we introduced soft pinks and teal, a subtle nod to clay targets, paired with fresh greenery. This combination created a signature look that felt both unexpected and brand-appropriate. Another key moment was deciding to let the tech breathe within the space; rather than hiding it, we framed it with warm textures and gentle lighting so it became part of the atmosphere, not the focus.

The foliage played a huge role in softening the architecture and anchoring the countryside inspiration. Bespoke lighting inspired by the arc and motion of flying clays brought a layer of storytelling without ever feeling literal. Tailored lounge seating and natural-toned upholstery made the venue comfortable for long social visits, while textured wall finishes added depth and warmth. Altogether, these elements shaped a space that feels immersive, elegant, and effortlessly social.