The Rise of Competitive Socialising: Designing Spaces for Fun, Connection, and Innovation
To explore how interior design is shaping the future of competitive socialising, Lee Birchall, Managing Director at DV8 Designs, shares his insights into the key design considerations, sustainability challenges, and standout venues that are redefining how we connect, play, and socialise. Design Insider is delighted to provide Lee Birchall with a platform to share his expertise in his own words.
As the owner and director of DV8 Designs, an award-winning architectural interior design firm, Lee has led the practice in setting industry standards since 2006. Specialising in hospitality, commercial spaces, and placemaking, DV8 is renowned for creating functional, aesthetically stunning environments. From top-tier hotels and restaurants to airport lounges, innovative workplaces, and vibrant communities, the firm’s collaborative, forward-thinking approach has helped shape some of the UK’s most exciting destinations.
‘In leisure spaces, competitive socialising venues have rapidly gained popularity, reshaping how people connect and engage with one another. As these spaces continue to evolve, interior architect and design practises are exploring new ways to blend aesthetics, functionality, and user experiences to ensure the deliverance of a fun and immersive experience. It’s a subject that we discuss as designers, and how we as an industry are responding to this growing demand.
Rising Demand for Competitive Socialising
For those unfamiliar with the term, competitive socialising is all about creating social spaces where people can engage in interactive games or activities with friends, family, or colleagues. Expect to see a selection of games such as bowling, mini-golf, shuffleboard, axe throwing, bingo where guests compete against each other whilst enjoying food and drinks.
This is a growing trend and for those who have already adapted their spaces, it is proven to be an enormous success and one that is set to endure and reshape the leisure industry as we know it. The main factor behind this is that people are encouraged to bond whilst having fun, strengthening social connections, and building a sense of community.
It is also driven partly by a shift in attitudes towards alcohol, especially among the younger generations where 38% of 18–34-year-olds choose to live alcohol free*. More people are now seeking these engaging experiences that do not necessarily focus on drinking, hence the success of these competitive socialising venues which more attractive than the traditional pub or nightclub.
Social media, particularly platforms like TikTok and Instagram play a huge role in shaping the design of these competitive socialising venues, people are eager to share their experiences, seeking out those Tik-Tok or Instagrammable moments; and these venues are designed with visual appeal in the mind, making it easy for guests to capture and share. In turn, this helps with the venue’s online presence along with helping drive awareness and popularity acting as a marketing tool as people want to be seen there.
Competitive socialising has emerged as a powerful force, transforming the way we interact, engage and experience fun. The global market is set to continue to grow due to the high demand for these immersive and interactive experiences, meaning the role of interior design in crafting these spaces has never been more critical.
Creating Atmosphere and Aesthetic through Interior Design
Competitive socialising venues tend to be found in all the major cities in the U.K. repurposing buildings and transforming them into dynamic spaces. As interior designers, we must approach competitive socialising with a multifaceted mindset, balancing aesthetics, functionality, and user experience. As these buildings tend to be large, open spaces, there must be careful consideration of how the space will be used; from how the guests will move around the venue, between high-energy interactive zones, and the more relaxed food and drink zones. Materials, furniture, textures, and lighting must be strategically chosen to reflect the vibrancy of the space, but ensuring it is practical for different activities and large group numbers whilst still maintaining a comfortable experience.
Breathing new life into old materials
This new direction also brings fresh challenges, particularly when it comes to sustainability. As venues are repurposed to meet the demands of competitive socialising, there is a unique opportunity to rethink how we can reuse and repurpose existing materials. The furniture is evolving too, shifting toward designs that accommodate larger groups, which reflects the growing trend for communal activities. Sustainability should always be top of the mind, and as these venues continue to evolve, it is exciting to think about how eco-friendly practices including repurposing any existing furniture / artwork can be factored into the design process.
Best in class competitive socialising venues
There are plenty of venues showcasing innovative ways of competitive socialising, but some of the few stand-out brands that are definitely paving the way; including Flight Club based in London, Manchester and Liverpool who opened its doors as the birthplace of social darts which describes its decor as combining the warmth and nostalgia of a British pub with the excitement of a fairground, and lights than dance in time to the music – winner!
Black Cat Club in Manchester presents itself as a playground where interactive shuffleboard tables and darts await amidst buzzy surroundings that effortlessly combines dark, cosy vibes combined with electric decor and atmosphere making it the perfect backdrop for socialising in. And Gravity Max is taking things to the next level where fun is the vibe and they are not wrong, offering go karting, golf, esports, and AR digital darts, it is a vision of the future!
Shaping the Future of Competitive Socialising
The rise of competitive socialising is an exciting development, breaking boundaries and reflecting a broader cultural shift. People are seeking more meaningful interactions with friends, family, and colleagues, and these spaces offer an experience that engage all the senses that traditional bars and restaurants simply cannot match.
This industry will continue to evolve, introducing innovative concepts that push the boundaries of social experiences, redefining how we socialize and engage. As designers, it is an exciting time to be at the forefront of this transformation.’
* Research carried out by the Portman Group and YouGov » YouGov survey shows more people drinking low and no alcohol alternatives than ever before
Photography shown of Black Cat and GB Hospitality.