All star cast

The Notting Hill entrepreneurs behind All Star Lanes bring their ‘boutique bowling’ phenomenon to W2 this month. Kate Crockett talks to co-directors Mark von Westenholtz and Charles and Adam Breeden about striking it big in Bayswater

Above: From left to right: All Star Lanes co-directors Adam Breeden, Mark von Westenholz and Charles Breeden

The iconic red, white and blue bowling shoes are about the only thing All Star Lanes has in common with the vast, brash bowling alleys beloved by British teens. At All Star Lanes there is no giant, impersonal, harshly lit room; no air hockey or arcade games; and certainly no hoodies and mini-skirted teens hanging around the McDonalds concession. Instead, it is a stylish, sophisticated and intimate experience but with all the fun and informality you would expect from a night at the lanes. The décor is lux American clubhouse (think wood panelling, leather sofas and bowling memorabilia); cocktails and burgers at the upmarket American diner, served by super-cool Rockabilly waiting and bar staff, are the order of the day. For those (like myself) raised on Megabowl, All Star Lanes is an exciting prospect.

When the first venue opened in Bloomsbury in 2006, All Star Lanes’ ‘boutique bowling’ concept took London by storm: people who had been raved about it; those who hadn’t tried to go, only to find a very long waiting list. It is the brain child of Notting-Hillbillies Mark von Westenholtz and, owners of the Lonsdale, Charles and Adam Breeden. I say brain child, but the idea is so simple, it’s inspired: an inclusive, social leisure pursuit brought upmarket for the trendy urban crowd who want to do more than just sit in a pub or restaurant. ‘It was one of those simple, good ideas,’ says Adam. ‘The great thing about bowling is that it’s an inclusive sport. Guys or girls of whatever age or whatever walk of life – you can be a director or a kitchen porter – everyone loves it and it’s a great leveller of people when they are playing together.’ He continues, ‘A lot of people now are thinking, “Why didn’t we think of that?”’

All Star Lanes, W2, has eight bowling lanes, including two in a private room for up to 80 guests, the diner and cocktail bar, as well as comfortable areas for spectators. ‘We have taken a slightly more West London approach in that it is a little bit more luxurious [than Bloomsbury] – but with no added pretentiousness,’ says Adam. ‘The private room has been key to the success of the Bloomsbury venue: you can have your own private bowling alley for the night that no one else can go into – people love it,’ Mark continues. Indeed, Madonna, Jonathan Ross and Ricky Gervais are among the stars who have struck lucky at ASL Bloomsbury and Adam expects that the celeb-heavy West London crowd will love the private lanes at W2. ‘There are obviously a lot of high-profile people and celebrities in West London and to have your own room is a great way to have fun and not be bothered – we’ll see quite a lot of celebrities in there,’ he predicts.

All Star Lanes, W2, which is located under Whiteleys shopping centre, is a homecoming of sorts for managing director Mark, who grew up in Palace Gardens Terrace, W8, and now lives in Shepherd’s Bush. ‘I spent quite a lot of time in Whiteleys when I was growing up – it was a bit of a hangout, what with the cinema being there, so it has this slight sentimental relevance for me,’ he says. Charles shares Marks fondness for the area, saying, ‘I spend a lot of time in Notting Hill – it’s the best neighbourhood in London to be honest with you.’ Mark continues, ‘Originally we had wanted to do one in West London because it’s an area we knew and we all have friends there, but we simply couldn’t find a site, so we opened in Bloomsbury. But we found Whiteleys earlier this year and pushed the button very quickly.’

The opening of All Star Lanes marks the beginning of some big changes at Whiteleys which is up-scaling its retail and food offering as part of a major regeneration this year. Chef Rowley Leigh, formerly of Kensington Place, and restaurateur Alan Yau, of Hakkasan and Yauatcha, are opening new restaurants there and a luxury food hall is planned for the ground floor. The drinking and dining experience is integral to the All Star Lanes experience, too.

‘The food has been the real key to this venture because it means that people come down to bowl and have a drink and then they go, “oh let’s try the food”; then they eat and then they’ll have another game and stay for a night cap – so they’ll stay for five hours rather than just one or two,’ says Mark. ‘So we have really invested a lot in the food and drink.’

And, of course, it is here, particularly, that Charles and Adam Breeden’s experience and innovation shines through. Owners of the award-winning Lonsdale bar in Notting Hill, the brothers have sprinkled their magic dust, creating the All Star Lanes Diner – with elegant, brasserie-style menu available all day – and a sophisticated cocktail bar with a strong American bent – think Manhattans, Martinis and Juleps. The cocktail bar will be open until midnight and will, no doubt, be welcome in an area currently lacking in sophisticated drinking spots.

The innovation doesn’t stop there. ASL has launched a collection of T-shirts and classic bowling shirts, sweatshirts and bowling bags; is planning a range of vintage sportswear; and has another venue in development in Shoreditch. The directors are pretty hands on, but after 18 months in the business, just how good are they at bowling? ‘We were very good when Bloomsbury opened because we did a lot of it; but since then we’re lagging a bit,’ says Mark. No doubt as the PR cranks up for the new venue, the guys will be asked to don their red, white and blue Velcro shoes and prove their bowling credentials once more.

All Star Lanes, Whiteleys, W2 (Entrance on Porchester Gardens); 020 7313 8363; www.allstarlanes.co.uk