Beyond Liines

in November 2018, we were entrusted with the interior branding for Beyond Liines—an innovative sports lounge in Dwarka, New Delhi, featuring a live cricket pitch. The objective was to creatively integrate the sporty theme into the space branding and make the brand identity stand out.

Concept & Execution

to align with the energetic, action-packed theme of the lounge, which heavily featured cricket elements like bats, balls, and action imagery, we conceptualized a bold and playful approach to the brand signage.

Materials and Execution

• Bulb-Lit Lettering:We represented the energy and motion of cricket balls using warm white globe bulbs, installed throughout the brand name signage. The illuminated bulbs resembled flying cricket balls, turning the signage into both a visual anchor and a thematic feature.
• Custom Fabrication:The letters were fabricated with MS framing and finished in sporty, bold colours. Each letter was meticulously drilled and wired to hold multiple LED bulbs safely and uniformly.
• Sporty Aesthetic:The final installation blended seamlessly with the overall interior concept—immersive, energetic, and unmistakably sporty.

Key Features and Advantages

• Iconic Visual Impact:The bulb-lit signage became a photo-worthy centrepiece, reinforcing the brand's high-energy identity.
• Thematic Alignment:Clever use of bulbs to represent balls tied the branding directly to the cricket and sports theme.
• Durability & Maintenance:LED bulbs were selected for their low heat, long lifespan, and easy maintenance.
• Memorable Ambience:The glowing signage added warmth, character, and a nostalgic stadium-like vibe to the space.