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 before the end of 2015.
All fixtures were designed to be as low as possible to differentiate this experience from other golf retail where visual height overwhelms the shopping experience.
Drafting off the TaylorMade logo's 13º angle, the bag wall, fixture legs, and cash wrap all incorporated this slant bringing a cohesive and unique shape to the space.
Keeping within the palette of golf, dark wood was used. Orienting the grain horizontally helps widen the space and make it more contemporary.