The Green is a new concept in entertainment bar venues, drawing together golf simulators with a clubhouse experience. As a new concept, the design team developed a novel lighting identity, ready to be rolled on to future venues. The client sought lighting branding assistance, as much as lighting design. After investigating target customers, their socioeconomics, tastes, education, etcetera, a high level brief was shared with the team and incorporated. The space was to be inclusive and open, able to connect groups of players, engage, as a social space. Customers are attracted to playful, relaxed environments cueing American sports bar (bottle displays, well lit bartenders’ faces, etc, and moderate contrast at tables and drinking surfaces). Emphasis was given to profit centers and drawing customers to premium sales.

The simulators themselves were lit with lighting permitting instagram postings to have a signature character – a key/back/fill three point strategy lights the golfer, keeping spill light off the screen, and with the backlight in a unique golf-appropriate tone, photos taken at the venue are instantly recognizable – so everyone’s instagram is an immediate marketing tool.

Making general downlighting feel rich is a challenge. Collaborating wiht the architect, a mid-tone floor contrasts pale table tops, popping out even though the area is evenly lit. This allows a new brand to experiment with seating configurations as they learn about their customer base. Preventing flatness, each downlight overlaps only one other, ensuring modeling and facial expression. Hyperbolic specular reflectors themselves have no presence in the eye, and black cylinders are cheap and can be easily relocated as the brand evolves.