We designed our second Primitive Axe location at the Gloucester Premium Outlets to provide a fun and entertaining option for people who are looking for an activity that doesn’t involve shopping. Fourteen throwing lanes and a back counter fit comfortably in a former tenant space in the complex. Lanes are aligned along one wall and are separated by floor to ceiling chain link fencing which provides an open view through the space.
Live edge wood counter tops and varied color pallet wood provide a warm contrast to the concrete floor and metal finishes. The counters at the throwing lanes are situated to separate the active area from the watching zone and can seat about 5 to 6 people. An entrance lobby is highlighted by the signature living wall and wood mosaic artwork utilized in their first location. The green of the living wall is visible through the entrance doors and is a draw to shoppers to come in and try something new.
Acoustics played a large part in the design of the lanes at this location. Since neighboring businesses share a gypsum wall on each side of Primitive Axe, we needed to develop a way to drastically reduce the impact sound and echo from axes hitting their targets. We decided to build a new staggered stud wall filled with sound batt insulation with horizontal channels to hold the gypsum and targets. The system works by disrupting the sound path so that it doesn’t travel through the studs and into the neighboring businesses. The best part is that you cannot even see the mechanics behind the target wall and the sound isn’t heard in the other businesses.