Squire and Partners is the designer and owner of Urban Golf, a collection of three state-of-the-art indoor golf simulation facilities that allow golfers to play in conjunction with a highly sophisticated machine simulating any golf course in the world. Designed as a contemporary take on traditional golf clubs, each one making references to its location, Urban Golf currently has three successful outlets in Soho, Smithfield and Kensington High Street.
For Urban Golf's newest branch in Kensington, opened in 2010, we worked with brand designers Mammal in commissioning Brazilian illustrator and graphic artist Eduardo Recife to create a series of wall coverings which reinforced the design ethos.
Taking inspiration from the area's royal and historical connections, we devised a theme of 'Quintessentially English'. Built around the formal compartmentalisation of a country manor house, each wall graphic represents a different room and activity.
The entrance screen presents a pair of formal hosts in traditional Edwardian dress, set before a backdrop of a stately home complete with lions and motifs of an English garden. As you descend the stairs, passing a riot of roses and garden birds, you enter the reception area which is presented as a Trophy Room highlighting sporting achievements. Other rooms include a library full of golfing tomes and a relaxed smoking room.
Eduardo embraced the 'Quintessentially English' theme, mixing vintage material with surreal scenes to create five richly details collages with just the right balance of wit and eccentricity.