Introducing our game-changing UK sports bar concept for Stonegate Pub Company. 

The Hideout in Derby and Huddl in Nottingham, the first two sites for this exciting new high street concept, are the ultimate place to kill boredom – with live sports, awesome gaming, street food servery and “everything on tap” bar. A great place to get together, with exciting entertainment and F&B experiences all day long, perfect for relaxed hang outs to late night fun.

Keane were tasked with the complete concept and brand creation, as well as the interior design of the first Hideout site. This included defining the market opportunity, positioning, target market and then developing a concept and experience vision to find some distinct differentiation in the market place.

This was followed by the creation of a bold brand mantra and set of values, personality traits, brand amplifiers and key brand messages to bring the brand to life.

With our brand positioning established, it was then time to kick off the process of bringing the brand to life visually. Through a combination of sports-inspired imagery, shapes and colourways and attention- confidence, the brand identity was born – with each site to be developed individually with its own unique name.

The resulting brand is unapologetically bold and no-nonsense. It combines straight-talking messages with a typography-led design creating an overall look that is equal parts motivating and entertaining.

Our bold interior design scheme visually references shapes, colours and textures found in the world of sport, from basketball to NFL – and everything in between!

At The Hideout in Derby, you’ll find bleacher style seating facing a giant big screen, which provides the next best thing to being at the stadium to watch live sport. Bookable tunnel booths give customers the perfect spot to work, play, watch or chat, complete with a personalisation panel that lets them control the TV, lighting, sound and even call for service.

Not the average beer garden, The Hideout’s outdoor space is the perfect place to have a cold beer on a hot day or take on your friends at ‘The Tube’ – a circular game of table tennis that keeps you on your toes! With a private gaming room and pool tables inside, it’s not just the huge live sport programme that keeps everyone entertained.

At our second site Huddl in Nottingham, you’ll find all the same experience hallmarks and environmental icons, with the attitude and design turned up to 10.


159 Wardour Street
+44(0)203 687 0369


6 - 12 Bow Street
B1 1DW
+44(0)121 666 6667


Zomorrodah Building
Umm Hurair Road
+971(0)4 3370081


8, Jalan Kilang Bara
07-04 Central Link
Singapore 159351


8, Trium
Jalan Cempaka SD 12/5
Bandar Sri Damansara
52200 Kuala Lumpur


168, Soi 20