In September of 2014, TaylorMade made the decision to open its own retail stores in the U.S. for the first time. They had an aggressive deadline to have the first store open in the first quarter of 2015. Without a look and feel for owned retail, the canvas was clear. We made some strategic decisions what the feel of the store would be: premium, open, true to golf. This had to be the best shopping experience in golf, even if it is for off-price store. On March 31, 2015 these doors opened in Myrtle Beach, SC with 10 more locations planned.
In addition to a full retail build-out, we also re-designed the retail fixture kit found in all key account and green grass locations. These replaced the previous fixture sets that were over-engineered and over-designed—making the displayed product hard to see. This new fixture package was a simplified yet distinct backdrop that let the innovative products shine.
Company: TaylorMade Golf Company
Skills: Creative direction, design