From the outset, our teams collaborated to create a unified strategy that seamlessly blended storytelling with cutting-edge technology, resulting in an experience that sets this project apart in the world of brand experiences.
The Orientation Gallery provides a dramatic entry point into the USGA’s role in the game of golf. A large interactive table combines playful animations – rendered in golf-ball pixels – with a wide-ranging overview of the USGA’s key programs. Twelve integrated screens on the surrounding walls offer a visual representation of the USGA’s mission.
In the Championships Gallery, the USGA’s most prized trophies are displayed in sweeping cases and sit alongside a presentation of 14 USGA championships and drone footage of host courses. Life-sized monitors showcasing both amateur and professional golfers bring the energy of the tournaments to life, offering a deeper look into the human side of championship golf.
The Science of Golf Gallery focuses on the USGA’s scientific approach to the sport, placing visitors in the shoes of a golfer as they travel from tee to green. Large-scale artwork accompanies interactive moments that allow visitors to explore areas like the club testing lab, course maintenance, and a golf ball’s composition and flight. A large, central sculpture of a golf hole uses augmented reality to share stories about the game’s science.
Upstairs, the World Golf Hall of Fame showcases the achievements of golf’s greatest players and contributors. Visitors are greeted with a dynamic media presentation that guides them towards the entrance. Inside, they step into a central atrium defined by a long, sweeping trophy case and an overhead Media Marquee, which displays the game’s most memorable moments in an entirely new context, highlighting attributes shared by hall of famers across the game’s history.
The Hall’s defining feature is a gallery of over 160 glass-lined lockers featuring hand-picked artefacts from each inductee. Stretched digital ”capstones” at the end of each row mimic the form of the lockers and provide both wayfinding and a deeper look into each player. As visitors explore the lockers, the digital experience moves onto a companion web app, illuminating the collections with stories in the hall of farmers' own voices. A custom CMS powers both the in-gallery and online offerings, allowing staff to update with expanded media and add new inductees.
This project demonstrates the power of building upon a historic brand image in a new way that allows for growth and engagement with new audiences. The seamless integration of digital interactives and AV is a testament to the early collaboration between design and media teams, as well as the trust placed in us by the USGA team.
Partners
- RLMG
- Available Light
- Clearscapes
- Electrosonic
- Kubik Maltibe
- Hadley Exhibits
- Zubatkin Owner’s Representation
All images provided by USGA.
