KHL Sports Bar

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KHL Sports Bar - the first sports bar with brains

The Challenge

The KHL, the Kontinental Hockey League, was founded in 2008 and originates from the former Russian Super League. This international hockey league has quickly developed into Europe's strongest, aiming to compete with the NHL for the best players.

To continue to build its brand, KHL decided to create a new kind of meeting place for people interested in sports. Stylt’s mission was to turn the KHL's core values into a restaurant experience with a strong identity as well as an attractive setting. 

The Solution

Most ordinary sports bars promote hockey as a game of power, sweat and muscles. Not KHL Sports Bar. A quote from the legendary Russian hockey coach Anatolij Tarasov became Stylt’s main source of inspiration: “The future of hockey will be marked by the players' ability to predict events - like chess players who can see several moves ahead. The future of hockey is fast, athletic and - intellectual.”

The Result

The KHL Sports Bar is a restaurant concept based on the league’s heritage of artistry, tactics and fair play. There is a touch of irreverent humour about it - lamps in the shape of hockey helmets, seating inspired by goalie's pads, and booths that look like hockey goals. It offers food, drinks and sporting events from morning to night. The focus is on ice hockey, but all types of sports are shown on numerous TV screens.  Also, different games and activities are available as well as an official KHL store, offering KHL merchandise and memorabilia. And above all, The KHL Sports Bar reflects hockey as a battle between brains, and a competition in the art of thinking - a place for philosophers as well as for athletes.

The doors of the first KHL sports bar opened up in January 2013, in Riga, Latvia. More locations will follow in Russia, the CIS countries and in Europe.