The largest global bowling operator, Bowlmor AMF, acquired Brunswick bowling centers in 2014 and has since been investing in improvements and conversions. Originally hired as the Architect of Record, CallisonRTKL has become the primary design firm and architect for the brand. For the North Brunswick location, the goal was to expand the original bowling lanes program into an entertainment destination. The new center includes 82 lanes, a 3,000-SF laser tag arena, a bar, a restaurant, billiard tables and plenty of lounge space. The location’s unique features include a vintage Mustang car and the incorporation of reclaimed wood and faux taxidermy.