SPiN started as a dream. Two friends, a ping pong table, and weekly parties that grew into something nobody expected. What began as a pursuit of the US Olympic team became one of New York's most eclectic social venues, drawing artists, musicians, athletes and bankers into the same room, united by the game.

Kitchen was brought in not to design a logo, but to shape a culture. The central insight: everyone has a memory of a ping pong table. On the beach, in the garage, in the basement. SPiN would be built around those memories, with different areas evoking different worlds and different crowds. Through 92 slides of ideas, Kitchen defined the corners of the space, the food, the cocktails, the merchandise and the experiences that would make people come back.