Background
The British Open is one of the world’s most prestigious golfing events and when held at the home of golf, St Andrews, the tournament is even more of a special event on the golfing calendar. Ripe were approached by The Royal and Ancient Golf Club to come up with concepts for the huge on-course retail space, occupied by all of the leading golf apparel suppliers.
Brief
To create an environment that promoted The Open brand effectively, controlled traffic flow in a huge space and encouraged high levels of purchase among the different retailers. The brief also asked for the creation of bespoke retail units that could easily be rebranded to feature either the retailer in each location or The Open branding. Previous years events featured a mish-mash of retailers own branded signage and material, and the 0experience lacked consistency.
Solution
For such a huge space, controlled and effective traffic flow was essential to maximising the revenue from retail sales. Following the production of a number of potential solutions, the most effective was chosen and the retail units were designed to fit with this plan. The units themselves were based on an entirely modular system that allowed each retailer the flexibility to create their own environments easily, whilst maintaining a consistent look and feel throughout the space. Magnetic graphics systems were incorporated to allow each retailer the flexibility to create the look and feel they wanted, and change this easily as required depending on levels of stock and promotions.
Bahrain
7th Floor
Al Zamil Tower
Government Avenue
Manama
Kingdom of Bahrain
Cape Town
No 43 Northgate Business Park
Northgate Estate
Gold Street
Cape Town
Postal Address:
PostNet Suite 39
Private Bag X3
Bloubergstrand
7443
Cape Town
Republic of South Africa