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 | | MOREYSMITH SERVES UP A WINNING NEW LOOK FOR BRITISH TENNIS | | | MoreySmith | | 04/08/2008 | | | Amid the heat of the summer tennis season, the Lawn Tennis Association (LTA) is delighted to unveil its brand new award-winning look for the British Tennis Membership Suite Upper (BTMS) at Wimbledon, courtesy of MoreySmith.
This year MoreySmith was commissioned to transform the LTA members’ café into the British Tennis Membership Suite Upper (BMS), a restaurant-bar. Now complete, the exclusive dining area caters for up to 80 and features a sophisticated entertainment area for the 21st century.
The bar area features leather and fabric walls, with back painted glass and low-level planters dividing it from the classic dining area. Five large plasma screens surround the area, guaranteeing guests do not miss a moment of the tennis action while they are dining.
The reception area further displays MoreySmith’s hallmarks of innovative design. A stone floor and glass wall with graphics combine with a leather reception desk and soft seating from B&B Italia to create a welcoming waiting space.
This latest project sees a continuation of previous work that MoreySmith has done at Wimbledon over the past few years. Their ongoing brief has been to transform the existing entertainment venue at Wimbledon into a destination that reflects the LTA’s vision for British tennis as more than world-class, rather world-best.
“Our brief was to transform a tired and dated members’ café and create an environment which reflected the LTA’s profile in addition to British tennis as a whole,” explains Linda Morey-Smith at MoreySmith. ‘They emphasised the LTA’s aim to demonstrate a climate of success and winning culture across the sport.’
MoreySmith have also recently redesigned the Sponsorship Suite, available to all the 119,000 British Tennis members who seek a sophisticated dining experience while visiting Wimbledon. Situated in the Number One Court complex, near ‘Henman Hill’, the VIP retreat is at the heart of all the tennis action. The Sponsorship Suite provides the LTA with an important source of income that then allows them to give back to the community through tennis projects and initiatives. For this reason the design had to appeal to a mixed audience and has achieved this with the incorporation of inspiring tennis graphics and photography, spanning the 1920s to the present day.
MoreySmith have also been responsible for the design of the LTA offices and Team Leadership areas at Wimbledon. These comprise a series of suites, an enclosed flexible meeting space, an informal lounge, a hot desking work bench and a refreshment area. The meeting space, with fabric feature wall, plasma TV screen and large table, enables the team to meet informally and receive guests. The touchdown area incorporates a storage space for personal belongings behind a full height feature glass screen. With internet access this area provides an opportunity for guests to catch up on emails. Large sofas with contrasting loose cushions are teamed with coffee tables to create a comfortable environment within the lounge. A further three breakout areas with low tables and seating provide an additional space for relaxing or informal meetings.
Now celebrating fifteen years in business, MoreySmith enjoys a reputation for innovative and progressive design and has been commissioned to undertake projects for an impressive portfolio of blue chip clients; from music and entertainment to legal firms and pharmaceutical companies. Current projects include Sony BMG, Sony Computer Entertainment, Virgin and EMI Publishing. The firm takes an imaginative and holistic approach to interior design, creating elegant, contemporary and functional interiors with their trademark use of contrasting colour and materials. | |
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