Harrison Fraser

Creating brands,
creating places

Tenpin, Ten Entertainment Group

The future of competitive socialising

  • Strategy
  • Identity
  • Interior

In an increasingly digital world, consumers are looking for experiences that keep life real and there is a growing desire for playful, fun activities that bring family and friends together.

In the leisure sector there has been a proliferation of competitive socialising offers on the high street targeted at millennials, some reinventing nostalgic activities such as crazy golf or bowling, others introducing cutting edge technology such as VR and AR.

Leading UK leisure operator Ten Entertainment Group was looking to capitalise on consumer desire for competitive socialising and bring it to the family market. They partnered with H:F to create a new proposition for their Tenpin brand that consolidated next-generation HyperBowling and a multitude of other competitive socialising activities within a single, edge-of-town retail box. The visual identity and interior design for the Tenpin Store of the Future were developed by H:F in Cheshire Oaks and included escape rooms, e-darts, laser arena, VR racing and state-of-the-art amusements together with a restaurant and bar.

Consumer response to the new proposition has been very positive across all ages and the company has seen significant uplift in dwell time and spend. The format is now being rolled out across the estate. H:F continues to partner with TEG on the development of other new leisure propositions to reflect changing consumer demand.