Creation of a flagshio store for South Korean luxury golf brand
Brief: Luxury Korean golf brand, Elord worked with JHP on the creation of a new design concept for its concession sites within department stores in Korea. The commercial success of the new concept led to the development of a flagship store for the brand to be opened at the retailer’s new headquarters (Elord Hills) in Seoul. Working with Elord’s in-house design team, JHP had to thttp://www.creativematch.com/mycm/addportfolioproject.cfmake the core elements of the concession concept and create a store that combined the ‘the science of golf with the height of fashion’.
Response: The desire to "look as good as you play", or even "play as good as you look" was key in the development of the flagship experience. A major part of the retailer's customers wear the Elord clothing range for its chic sense of style, so the store functions as much for fairway fashionistas as well as for those who seek the brand's hi-performance golf product range. References to the sport are found throughout the store, including fixtures clad in golf bag leather, padded leather walls, a cash desk that mimics the perfect swing and illuminated flag pins as hanging rails. The overall feel is ‘hi-tech contemporary club-house’. The customer journey meanders around moulded ‘corian’ fixtures sitting on black composite tiles incorporating a silver fleck. One central fixture is representative of an exploded golf ball used to display golf shoes. As well as being a showcase for premium golfing products and golf-wear, the store also provides a ‘club fitting service’ where customers can test golf clubs in the ‘lounge’ area. Just before the lounge area, a huge back illuminated video wall inspires customers with imagery of the world’s greatest golf courses and players. Through the ‘Tardis-like’ doors from the store into the lounge area, the customer is transported into an exclusive clubroom where they can try on gear in black leather fitting rooms or sign up for golf lessons with the store’s pro.
Testimonial: The Elord Hills store instantly elevates the brand above its competitors in the most discerning of markets. It’s success both commercially including brand perception has far outweighed Elord’s expectations.