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.
Leeds
1200 Century Way,
Thorpe Business Park
Colton
Leeds
LS15 8ZA
United Kingdom
Phone: +44 (0) 113 2515166
email: info@ripe.co.uk