🍷 A Stylish Start: Arrivals & Ambience
Bar Trove, nestled in downtown Edmonton, opened its doors in early June under the direction of Lauren Kyle—a designer-turned-entrepreneur who introduced her vision of upscale hospitality to the city . On the night of Game 4, the venue glowed in team spirit: blue-and-orange lights illuminated a wine wall, and even the projector screen—dubbed the “Victory Club”—set the tone for a celebratory viewing experience .
Alexa Jones, dressed casually yet chic in a royal-blue Oilers “Playoffs 2024” sweatshirt, shared her first Instagram story of the evening—a mirror selfie clutching a designer bag and tagged with Lauren’s fangear label, Sports Club Atelier . The energy was buzzing, anticipation thick in the air.
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Highlights of the Night
1. Fashion & Fan Gear
Lauren outfitted the group in matching custom Oilers apparel under her brand Sports Club Atelier. In her stories, she cheered:
> “@bartroveca Go Oilers baby.”
That unified look not only showed team pride but also celebrated Lauren’s entrepreneurial streak .
2. Culinary Touches
On the table sat a platter of freshly shucked oysters, artfully paired with cocktails and served alongside blush-pink menus. In one snap, Alexa and Fanny Klingberg (John Klingberg’s wife) enjoyed oysters together, their matching sweatshirts adding a sense of camaraderie to the elegant spread .
3. Partners of the Stars
The table buzzed with the collective charisma of NHL power couples:
Alexa Jones (Max Jones)
Fanny Klingberg (John Klingberg)
Celeste Desjardins, fiancée of Leon Draisaitl
Alannah Hyman, wife of Zach Hyman
And, of course, Lauren Kyle spearheading the event
Celeste’s social media captured the crescendo of excitement when the Oilers secured the OT win—the group erupting in cheers around the screen .
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Why It Matters
This wasn’t just a regular game night; it was a showcase of community, branding, and hospitality:
🔹 A Celebratory Hub
Game 4 of the SCF was massive: the Oilers edged out Florida 5–4 in overtime, tying the series 2–2 . Watching that pivotal win unfold in a premium environment brought partners, fans, and media together in one electric moment.
🔹 Branding in Play
Lauren’s Sports Club Atelier made a significant splash. The identical fangear on the group visually tied them together—not just as fans, but as ambassadors of her brand. Alexa’s intentional tagging brought additional exposure—smart cross-promotion in action.
🔹 Hospitality as a Statement
Bar Trove offered a refreshing contrast to typical sports bars. Instead, this was a curated environment: oyster platters, tailored cocktails, glowing décor and a projector lounge. It positioned both the venue and NHL player-partners as part of a lifestyle narrative—elevating the experience far beyond just another night out.
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💡 Personal Glimpses & Social Media Highlights
Alexa and Lauren’s stories told a warm, intimate tale:
Alexa’s mirror selfie: A cool, confident look with game-day gear and designer flair—tagging the apparel.
Group oysters: Casual camaraderie, laughter and shared moments caught on camera.
Vibrant visuals: Wine wall bathed in team colors, guests making toasts before the projector animated the game.
Victory Party: Genuine euphoria captured as the OT winner flashed across the Victory Club screen—phones out, drinks raised, smiles everywhere.
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The Bigger Picture: Community, Brand & Home Turf
🔸 Building a Hockey-Wife Collective
Lauren’s bar gave a platform to an otherwise niche community—Oilers partners—who now had a venue to support their loved ones in style. The involvement of others like Celeste, Alannah, and Fanny highlighted a network of solidarity and personal branding—each contributing to the night’s narrative.
🔸 Edmonton Vibes Elevated
Dubbed a “luxury bar,” Bar Trove reflects Lauren’s design background (rooted in interior design from Ryerson University) . This wasn’t just a brand debut—it was a statement: premier, polished, and community-driven. It’s a high-end addition to Edmonton’s hospitality scene, tying together sports, lifestyle, and family glamour.
🔸 From Fans to Influencers
Lauren and Alexa don’t just cheer—they shape experiences. Their presence at Bar Trove, shared via social platforms, extends their influence beyond the rink. They’re trend-setters, brand-builders, and event curators—showing that hockey culture isn’t limited to athletes, but extends to the homes, bars, clothing and gatherings shaped around them.
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Looking Ahead
As the Stanley Cup Final continues, Bar Trove is ready to host future games. Game 5 is set for Edmonton—and the venue’s debut is leaving trails of anticipation. If Lauren and her circle maintain momentum, expect a series of glamorous, well-branded game days ahead—perhaps even branching beyond the Stanley Cup to community events, product launches, or special dinners.
For now, Game 4 stands as proof of concept: Bar Trove delivers on luxury, team spirit, and community vibes, curated by a designer with a vision.
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🏒 Final Take
Max Jones’ wife Alexa captured more than her gameday outfit that night—she encapsulated a moment of styled unity among NHL partners, fans, and entrepreneurs. Under Lauren Kyle’s branding umbrella, the gathering at Bar Trove became a masterclass in modern fandom: polished, connected, and directed by personalities who transcend traditional roles.
When hockey meets hospitality, and personal brands meet public celebration, the result is a luxe, communal event—not just for watching a game, but for setting trends and building culture. Bar Trove’s first SCF event with Alexa, Lauren, and the gang isn’t just a chapter—it’s a prologue to what could become a beloved Edmonton tradition for seasons to come.
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Let me know if you’d like deeper looks at any of the personalities, the fashion aspect, or the evolution of Lauren’s blossoming hospitality empire!