Breakfast bowls: Social club combines food and activities

Opened in December, Pinewood Social bills itself as ‘a social gathering place that can accommodate your needs morning, noon and night’. The kitchen serves from breakfast time to dinner, but the food isn’t the standard bowling alley fare. The menu has been devised by chef Josh Habiger, who has worked at The Fat Duck and Alinea, and includes beef tongue Reuben and veal sweetbreads. Private rooms are available for meetings and in the summer, the outdoor deck will include cabanas, a pool area and a bocce court.

Pinewood Social is an example of Symbiotic Branding to the extreme – a convergence of all the signifiers of a good time in one hangout space. Like the Cheeky Parlour, this is an example of all-in-one Conviviality Culture.