Harrison Fraser

Creating brands,
creating places

Barracuda Club, Grosvenor Casinos

Revitalising the traditional London casino

  • Strategy
  • Identity
  • Interior

Consumer experience in leisure and entertainment venues has changed dramatically over the past decade.

This change has been driven by developments such as the proliferation of contemporary interior design, quality F&B, pop-up events and multi-channel communication. Changes in the casino market over the same period have been less dramatic and there is a risk of gambling venues appearing outdated, particularly to a younger generation of gamblers.

Grosvenor Casinos, the UK’s largest casino network, recognised the need to refresh the customer experience across its estate and appointed H:F to develop brand strategy, visual identity and interior design for repositioning its flagship casino, Barracuda, in central London.

The casino, which is popular with international gamblers visiting London on business or leisure, was relaunched as Barracuda Club, a luxurious home-from-home for its sophisticated and well-travelled clientele. The venue is designed to feel like a London club and includes a main casino, cocktail bar and restaurant together with a separate VIP casino.

H:F oversaw this multi-phase project in its entirety, from design development to site implementation and has subsequently developed the interior design for two other Grosvenor Casino venues, Park Tower in Knightsbridge and Bournemouth.