All Star Lanes will open its first new generation concept at Westfield London in March 2018.

The new opening is part of Westfield London’s £600m expansion making it the largest retail, dining and leisure destination in Europe just 10 years since it first opened its doors.

The new 16,910 sq. ft. boutique bowling venue will feature two Art Deco inspired cocktail lounges, 10 state-of-the-art bowling lanes, a private event room and a heated outdoor terrace. The innovative design will set a benchmark for several more sites for the brand due to open across the UK by 2020.

Christian Rose, managing director of All Star Lanes, said: “The stunning Westfield London venue represents a new chapter for All Star Lanes and will act as the benchmark for several more across the UK before 2020. With the space in Westfield London’s new expansion, we’ve been able to engrain the quirky and premium nature of the brand in the design and build like never before. We couldn’t be more excited for people to experience the new location for themselves.”

The new concept will feature large speakeasy style cocktail bars, luxurious leather booths, private karaoke rooms as well as restaurants serving homemade American comfort food. All Star Lanes is also striving to create the ultimate customer experience; every customer touchpoint will convey the quirky and premium nature of the brand.

Keith Mabbett, director of leasing, Westfield UK and Europe, added: “We’re thrilled to reveal that All Star Lanes will be pioneering the first of its new-generation venues at Westfield London. Our focus in developing the centre which currently sees 28m visitiors each year, has been on providing enhanced experiences in state-of-the-art surroundings that showcase the very best in leisure, dining, fashion and entertainment.

“A key feature of the expansion is a large open events space surrounded by the very best restaurant and leisure brands, creating a new destination in the capital for going out. All Star Lanes’ new concept will prove to be hugely popular with visitors to this new destination for West London.”

The venue will be located directly beneath the 230,000 sq. ft. flagship John Lewis store and overlooks a newly created outdoor entertainment space that will accommodate a vibrant calendar of events and activations.

All Star Lanes will be among more than 70 new stores, restaurants and cafes to open within the Phase 2 expansion that will bring the total gross leasable area (GLA) to 2.6 million sq. ft. and the number of stores across fashion, leisure and entertainment to 450. Further major retailer announcements will be made imminently, Mabbett confirmed.

Since launching the original venue in Holborn in 2006, All Star Lanes has pioneered the booming ‘competitive socialising’ sector. The brand already has a venue in Westfield Stratford City along with further sites in Bayswater, Brick Lane and Manchester.