Clays
City | The Hide
Clays The Hide reimagines competitive socialising, translating the heritage of clay target shooting into a sophisticated, immersive hospitality environment in the heart of London. Conceived as a more intimate counterpart within the Clays experience, The Hide delivers a setting that feels theatrical yet enclosed — rich in atmosphere, layered in detail and carefully choreographed.
Here, textured materials, deep colour palettes and ambient lighting sit seamlessly alongside advanced interactive technology. The result is a space that feels transportive and refined, balancing playful energy with a sense of exclusivity. It is an environment designed not just for play, but for lingering — where competition, conversation and celebration unfold within a distinctly characterful interior.
The Challenge
The Challenge
The brief required the seamless integration of a highly technical, interactive shooting concept within a premium bar and lounge setting. Screens, projection systems, sensors and supporting infrastructure needed to function flawlessly while remaining visually discreet. The technology had to enhance the experience without overwhelming the interior narrative.
At the same time, the design needed to feel immersive and distinctive — referencing the heritage, tactility and richness of traditional shooting lodges and private members’ spaces, but without resorting to overt theming or pastiche. Achieving this balance between authenticity and contemporary sophistication was central to the project’s success.
Working within a basement setting introduced further complexity. Limited natural light and lower ceilings required careful orchestration of lighting, sightlines and spatial zoning to prevent the space from feeling enclosed. The challenge was to create depth, warmth and a sense of arrival within a compact footprint — transforming constraint into character.
Our Solution
The design was approached as a layered storytelling exercise, where each material and detail contributes to an overarching narrative. Subtle references to traditional hides and sporting environments were translated into a contemporary interior language through richly textured finishes, warm timber tones, tailored upholstery and highly detailed joinery.
A deep, enveloping palette — including oxblood reds, patterned wallcoverings and burnished metallic accents — establishes intimacy and visual richness. Soft ambient lighting is layered with statement decorative fittings to create contrast and theatre, while also defining zones and guiding movement through the space.
Bespoke architectural elements were developed to discreetly house technical components, ensuring that screens and sensors are integrated within panelling, joinery and ceiling features. Acoustic treatments were similarly embedded within the design, preserving comfort and clarity without compromising aesthetics.
The basement setting is transformed into an immersive destination — characterful, atmospheric and comfortably luxurious. The final outcome enables hospitality and technology to coexist seamlessly, delivering a high-energy, design-led social experience that feels both exclusive and effortless.
Testimonials
"The design has played a crucial role in shaping the identity of The Hide. The space successfully balances the technical demands of an interactive concept with a strong, distinctive atmosphere. The attention to detail, materiality and integration of technology has elevated the guest experience and created an environment that feels both immersive and premium. The Hide has quickly become one of the standout spaces within the venue."
"The design has played a crucial role in shaping the identity of The Hide. The space successfully balances the technical demands of an interactive concept with a strong, distinctive atmosphere. The attention to detail, materiality and integration of technology has elevated the guest experience and created an environment that feels both immersive and premium. The Hide has quickly become one of the standout spaces within the venue."
Name | Job Title | Clays The Hide
Awards
We’re extremely proud of the award-winning work we’ve delivered over the years.
