Clays
The City
Clays The City redefines competitive socialising, bringing the thrill of clay target shooting into a sophisticated, immersive hospitality setting in the heart of London. Designed to feel both high-energy and highly considered, the space balances cutting-edge simulation technology with layered, characterful interiors.
The concept transforms a traditionally outdoor pursuit into a refined urban experience — one where guests can move seamlessly between play, dining and socialising. Every element has been carefully curated to create an atmosphere that feels dynamic yet welcoming, premium yet approachable. The result is a destination that blends entertainment and hospitality in a way that feels effortless, elevated and distinctly contemporary.
The Challenge
The Challenge
The challenge for Clays The City was to seamlessly integrate an interactive shooting experience within a refined bar and dining environment. The advanced simulation technology required careful coordination of acoustics, lighting, sightlines and spatial planning. Digital screens, sensors and technical infrastructure needed to perform at a high level without visually dominating the space.
At the same time, the venue had to retain warmth, comfort and a strong visual identity. It was essential that the environment felt elevated rather than overtly theme-driven — sophisticated rather than novelty-led. The design needed to reference the heritage of shooting culture without slipping into cliché, and to create distinct zones that allowed energy and atmosphere to build without overwhelming guests.
Balancing theatrical impact with hospitality comfort was key.
Our Solution
We created a richly layered interior that subtly references traditional shooting lodges, reinterpreted through a contemporary lens. A robust yet refined material palette — including warm timbers, brushed metals, tailored upholstery and textured finishes — grounds the space and introduces depth and character.
Carefully zoned layouts allow the technology to integrate effortlessly within architectural features, concealing infrastructure while enhancing immersion. Shooting pegs feel dynamic and engaging, while bar and dining areas offer softer, more intimate settings that encourage guests to relax and connect.
Atmospheric lighting plays a central role, shifting the mood from day to evening and enhancing the sense of drama without compromising comfort. Bespoke detailing and considered joinery reinforce the venue’s premium positioning, ensuring every touchpoint feels intentional.
The result is an immersive, design-led destination where entertainment and hospitality coexist seamlessly — delivering an experience that is both exhilarating and refined.
Testimonials
"From the outset, the team truly understood our vision for Clays The City — to create an experience that felt immersive, premium and entirely unique within the hospitality landscape. Integrating advanced shooting simulation technology into a refined bar and dining environment was no small task, but they approached the challenge with creativity, precision and absolute attention to detail.The result is a space that perfectly balances energy with sophistication. The interiors subtly reference the heritage of clay shooting while feeling contemporary and elevated, and the way the technology has been seamlessly integrated into the design is exceptional. Every element — from the zoning and lighting to the material palette — works in harmony to enhance the guest experience.Clays The City has exceeded our expectations, delivering a venue that not only looks remarkable but functions effortlessly. It has quickly established itself as a standout destination in London, and we couldn’t be more proud of the outcome."
"From the outset, the team truly understood our vision for Clays The City — to create an experience that felt immersive, premium and entirely unique within the hospitality landscape. Integrating advanced shooting simulation technology into a refined bar and dining environment was no small task, but they approached the challenge with creativity, precision and absolute attention to detail.The result is a space that perfectly balances energy with sophistication. The interiors subtly reference the heritage of clay shooting while feeling contemporary and elevated, and the way the technology has been seamlessly integrated into the design is exceptional. Every element — from the zoning and lighting to the material palette — works in harmony to enhance the guest experience.Clays The City has exceeded our expectations, delivering a venue that not only looks remarkable but functions effortlessly. It has quickly established itself as a standout destination in London, and we couldn’t be more proud of the outcome."
Abdelrahman Fathalla | Managing Director | Guillam Coffee House The Whiteley
Awards
We’re extremely proud of the award-winning work we’ve delivered over the years.
