SPORTS FLOORING SERVING STYLE
Havwoods has collaborated with SMASH by THG Studios for their latest project – a tech-powered padel studio built for immersive brand storytelling, community engagement and high-impact digital content creation.
Harnessing the UK’s fastest-growing sport of the moment, padel, THG Studios has launched SMASH by THG Studios, the world’s first immersive padel court for brands and content creators. Housed within THG Studios, one of Europe’s largest creative content studios, the fully immersive padel court provides brands with an innovative canvas to produce everything from social media campaigns and exclusive influencer events to high- production commercials and live-streamed tournaments.
SMASH by THG Studios features integrated Google Cloud technology to enable real-time player measurement and game analysis, a world first outside of professional football. This tech- driven stage can capture in-depth player and game metrics, offering brands data-driven content opportunities. Every serve, swing and rally is captured and transformed into high-impact digital content, turning raw energy and authentic human moments into storytelling that moves audiences and amplifies brand impact.
Alongside world-renowned brands Slazenger and Myprotein, leading wood surface brand Havwoods has sponsored and supplied the premium timber and high-quality design materials used throughout the venue’s viewing area. For the venue floor and entranceway, Azur from the PurePlank collection was chosen for its unbeatable durability, textured finish and soft blonde tones. On the SMASH brand wall and Slazenger giant ball plinth, the tactile Oak Fresato from the Elegante Veneer range adds depth and interest, while in the sports recovery bar and equipment display, Natural Oak panels from the acoustic Hushwood collection offer a modern touch.
As SMASH by THG Studios launches its content series and brand- led tournaments, Havwoods’ flooring solutions will be visible to a broad audience of brands, creators and media. For specifiers, architects and interiors professionals scanning for material inspiration in experiential spaces, SMASH by THG Studios serves as a compelling example, showcasing beautiful premium wood surfaces that add richness, luxury aesthetic and tactile quality in what could otherwise be seen as a functional arena.
Andy Barnes, Global Managing Director at Havwoods, said: “The growing sport of padel, much like Havwoods, is built around shared values of community and collaboration. This space is about creating moments where people can connect, move, laugh and enjoy themselves in spaces that feel welcoming, inclusive and support health and happiness in every sense. We’re proud to be involved in something that celebrates the power of community, wellness and design working hand in hand.”
www.havwoods.com/uk 20
www.tomorrowscontractfloors.co.uk
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