Project Name: The Gilbert Open
Client: Brookfield Properties
Sector: Retail and leisure
Location: The Gilbert, London (UK)
The role: Project encompassed the design, manufacture and install of an interactive golf course to promote the Gilbert building in London.
The brief: Astley were thrilled to be approached by Brookfield Properties with an open brief to create an interactive crazy golf course. The aim of this project was to promote one of their properties, the Gilbert, by publicising its office space to prospective tenants and London-based agents.
Outcome: The Gilbert, located in London, is a grand structure developed as an all encompassing work and social space. Needed for one exclusive open evening, Astley created ‘The Gilbert Open’, a crazy golf course made up of five courses – which saw several hole-in-ones on launch night!
One of the main challenges was having only four weeks to design, build and install the crazy golf course. The creative production team in Kettering designed the basic layout, and then proceeded to build the course and all of its elements.
The team had great fun proposing different themed concepts for the various holes. From bus lanes and tube stations, to Spitalfields Market and even a grand mock Gilbert façade, the course gives an immersive tour through London sceneries.
With the Gilbert being the first Brookfield Properties building completed as Net Zero in construction, it was only fitting that a theme of sustainability was incorporated into the golf course. Featuring landfills as penalty strokes and recycle bins as holes in one, it was such a fun way to promote a cause so important to both Astley and Brookfield Properties.
Astley loved working on this venture, as it’s not your typical signage project. Working on such experiential and bespoke projects demonstrates that Astley is more than just a signage company, but also a brand implementation service that enhances the customer experience.
It was a huge team effort by Kettering and the Astley creative team, and they are proud to say that Brookfield was totally blown away by the design and build of the project given the short turnaround.