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When leading creative agency THG Studios unveiled plans for SMASH, the world’s first immersive padel court for brands, we were proud to collaborate on this pioneering facility alongside other sponsors Google Cloud, Slazenger and Myprotein. SMASH provides a state-of-the-art backdrop for brand storytelling within the UK’s fastest-growing sport. Conceived as an innovative content canvas, the venue supports everything from social media campaigns and high-production commercials to exclusive influencer events and live-streamed tournaments. With integrated technology to measure player performance, the space is housed within THG Studios – one of Europe’s largest creative content centres. Engineered with content at its core, SMASH features a considered specification of Havwoods products throughout, demonstrating how premium wood surfaces can introduce richness, a luxury aesthetic and tactile quality to what might otherwise be perceived as a purely functional arena. The entranceway and main venue floor are unified through HW2104LF Azur from the PurePlank range. Part of the Blonde colour group, its light-reflective tones brighten the enclosed space, enhancing openness and visual flow, while its engineered construction ensures durability under constant footfall.
SMASH hosts Jason Manford (left) and Frankie Langan (right) with Aitch and Phil Jones
From the outset, we wanted SMASH to feel more like a curated environment than a conventional sports venue, where materiality plays a central role in shaping both performance and experience.
Dan Waterhouse Creative Lead, THG Studios
Feature elements bring further depth and identity. The Slazenger giant ball plinth and SMASH brand wall are realised in Elegante HW233201T Fresato M5T05 Oak, a richly textured surface that creates subtle shadow play and rhythm across vertical planes, introducing movement and dimension to otherwise simple interiors. In contrast, the equipment display and sports recovery bar utilise Hushwood HW40000 Natural Oak. This specification combines the beauty of natural timber with enhanced acoustic performance, creating a quieter, more controlled environment-softening the energy of the surrounding space while improving sound quality for filming and elevating overall user comfort. Extending beyond its physical boundaries, SMASH operates as a dynamic content platform. SMASH by THG Studios, a monthly YouTube series amplified via Instagram, brings the space to life through a compelling mix of padel and personality. Hosted by comedian Jason Manford alongside celebrity guests, the format blends gameplay with interview, reinforcing SMASH as both cultural hub and creative stage.
@smashbythgstudios
info@havwoods.com | +44(0)1524 737000 | www.havwoods.com/uk
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