Swingers for the Institute of Competitive Socialising

Swingers for the Institute of Competitive Socialising

Superglue produced Swingers – the pop up crazy-golf club in the heart of Shoreditch.  With responsibility for every element of the space from scoping the project initially, sourcing all of the suppliers and freelancers needed to construct the venue, to managing all aspects of the build and launch.

Set in an old empty warehouse in the heart of Shoreditch, Swingers was a totally immersive 9 hole crazy-golf course. Complete with clubhouse, DJ’s, champagne bars and the best in street food catering, it was the first venue from the new entertainment brand the Institute of Competitive Socialising.

Swingers

The Brief

We scoped the pop-up project for the Institute in January 2014.  We produced plans, the design and budget which were used to secure sponsors, and partners to finance the project.  Of course it had  challenges along the way – it was an adventurous project – but we managed to find a way to produce a high quality venue the area called for and keep the fun-filled tongue-in-cheek ethos of the Institute of Competitive Socialising.

Superglue were set the challenge of building the venue in the record time of 3 weeks.  To ensure the 21 day delivery window was kept to would require months of planning and building taking place off site with a team working feverishly. The success or failure of the venture ultimately rested on the quality of the golf course and this was designed and built by Tom Borer.  It arrived on site on the first day and over the remaining weeks was assembled model style before being grassed and dressed with plants and a water feature. In a nod to the traditional crazy-golf course low tables were added along the course for guests to leave drinks, each complete with a windmill.   The lay out and club house had to be robust and slick. To ensure over 3,000 people per week could access all of the bars, catering, dining and lounge veranda areas. Each one needed to be accessible and maintain a high end feel across the run.

Swingers Swingers

Longetivity

One core element Superglue recommended was to produce the space well enough to react to success. The space sits between what would be normally termed as a ‘pop up’ and a permanent venue and is built to a standard that can operate for a year or longer. Having extended the run within the first week of opening it looks likely that this was a wise move and was achieved without incurring additional costs but through choosing exceptional suppliers.

As part of the build process we managed key sponsor deliverables including building a bespoke Cava and Cocktail bar for Friexenet and branded club house for Gentleman Jack. We also worked with food partners including London’s hottest street food outlet Pizza Pilgrims and Patty and Bun to ensure the dining area would allow them to operate successfully.

Swingers Brand Activation

Social Media

Alongside this physical activity Superglue supported the event by managing social and digital activity.  We produced filmed advertisements and vines to push out on line, managed copy and communications with newsletters and mail outs and managed their Facebook, Twitter and Instagram channels.

The booking engine, which went live on the 2nd of September, was taking orders at a rate of 5 per minute and it’s a volume that’s continued to date with the Institute having just extended the opening hours and run of Swingers into January.  The venue opened on 25th September with a diary filled with bookings.  Swingers is set to be the most talked about venue for the Autumn/Winter season.

London’s pop-up scene is exceptionally crowded. It requires strong creative ideas to speak more loudly to a very demanding audience of young creative minded people.  Our social media campaign was targeted directly at this discerning fun-loving group.  We ended up talking to a much wider community with communications being forwarded over 40,000 times. It’s clear the idea connected with those who want something a bit more special from a night out.

Swingers Swingers

Josh Ford, the founder of the Institute of Competitive Socialising said “We knew we had a special idea and we hoped that London would enjoy the concept of crazy-golf in a disused Shoreditch warehouse! Superglue helped us to understand not only that the idea was viable but have proved invaluable in realizing it. They’ve also helped us to speak to a new audience who are demonstrating their passion for our mission of competition based socializing”

All Pictures by Lucie Evans / Superglue

Event Production and Delivery

  • Project Consultancy
  • Event Direction
  • Event Management
  • Supplier Management

Marketing

  • Advert production
  • Video production
  • Email Bulletin Drafting

Community Building

  • Social Media Channel Management
  • Content Creation
  • CRM Management