Play Dirty: Behind the Project

Lane7, the rebel of social gaming, was set to turn heads in London Victoria with a brand-new concept. This wasn’t just any new experience—it was a fairground with a twist, designed to tempt corporate crowds and 18+ thrill-seekers alike.The brief? To transform Lane7’s basement into an “Adult Fairground,” whilst keeping its grungy spirit intact. Enter KISS, tasked with crafting a brand identity and interior expression that were both cheeky and rebellious.

KISS drew inspiration from the glossy, provocative style of top-shelf magazines and the risqué allure of 90s sex shops, paying homage to a bygone era of naughty nostalgia in a Lane7 way. Exploring the x-rated nature of emojis, bespoke icons were created but infused with a hint of bondage flair—zips, rings, and all. This bespoke iconography didn’t just adorn the walls; the set inspired everything from plush toy prizes to evocative wallpaper.

KISS and Finch Interior collaborated to bring each fairground machine to life with a flair of theatricality and humor. The designs were layered with grungy details like graffiti and splashes of reflective materials and red lights, perfectly capturing Lane 7’s twist on x-rated retro vibe.

Guests could savor Lane 7’s unique experience even further with custom canned cocktails, designed to complement each game’s theme. These unique concoctions serve as a brand delight, appealing to the taste senses and leaving a lasting impression.

KISS also leveraged the power of Mid Journey, creating sensual, 80s and 90s-inspired fruits and characters. These became key imagery for Lane 7’s marketing and on-site visuals, adding an extra layer of playful provocation. Overall the mischievous chaotic charm of the Play Dirty experience, sets it up to be a perfect complimenting offering to Lane7.