CASE STUDY: Edwin Watts Golf
Objective
Translate the client’s love and understanding of the game into a branded prototype of visual focal points that conveys their authority in the sport, while emphasizing merchandise brands in an easier and less-intimidating way for consumers to shop.
Result
The new prototype combines the personal service elements consumers expect along with a distinct environment personifying the Edwin Watts Golf name that appeals to both the golf aficionados and novices as well. The environment essentially brings the outside in, making the buying experience as much fun as a round of golf.
Design Elements
- Warm wood tones give a nod to a sophisticated country club environment without the traditional dark clubby feel, while durable recycled rubber flooring near the custom golf club fixture provides a unique material that resists the wear and tear of clubs striking the floor.
- The self-service shoe department serves as a comfortable bridge between the ladies and men’s apparel departments, better defining the two areas and giving women a distinctive place to shop.
- The Equipment Zone features flexible divider bay walls along with an adjustable graphic rail system allowing Edwin Watts the opportunity to accommodate the ever changing spatial request from the merchandise brands.
- The personal service area is anchored by The Edwin Watts Golf Academy and designed to be open and welcoming, encouraging golfers to test products with Virtual Golf Simulators, or undergo high-tech equipment fittings and personal instruction with a putting green creating an interactive element for testing putters.
- Its color palette of sunny yellow, accent green walls, bold chocolate/cherry wood-tone flooring and green grass-like carpet patterns help to bring the outdoors feel inside with scent machines give the environment a hint of freshly mowed grass.
