Skate, Eat, Drink, Dance and Shop. 

In partnership with, OneFine_day has defined and delivered the physical language for the new home of the legendary American roller rink – Flippers Roller Boogie Palace, 1979-1981 and on…

We embraced the aesthetic of the iconic 70″  s brand to deliver a new 34,000 sq ft entertainment destination housing a roller rink, live music venue, diner and pro skate shop in West London’s White City Neighborhood. A flagship destination for the growing London subculture of British street skaters, it will also be home to public and private events and music programming.
Our challenge was to bring the Flippers brand and unique visual style into a two-floor, Grade II-listed former power station which dates back to 1899 and sits central to the Westfield London complex.
We leveraged the archive and embraced the High Low, local and Spontaneous aspects of the unique and differentiated visual language created by commission. studio to layer Flippers physically and digitally into the existing Victorian aesthetic.

“Flippers can be a bit Daft”

We ensure the Flippers personality comes through at relevant touch points, delivering smiles in the mind. Physical and verbal moments that people will remember.

Liberty Ross explained, ‘Flipper’s is a hub, a home, for creative expression. Our community is vibrant, dynamic, exciting, warm and free-spirited, and we will be the home to London’s roller skating set!’ I was born into the roller skating culture, so I am honoured to now provide a safe home for an experience with like-minded people I loved, respected, and learned from.

Liberty Ross