This project marks the first offline presence for SmartScore, a leading online golf platform. We gave them a new brand identity and story, and built a flagship store that will leave a lasting impression on customers. By providing an easily accessible service platform, SmartScore wanted to move away from the perception of golf as a sport for the wealthy in Korea and develop it into a hobby that everyone can enjoy. To do this, we developed a strategy that would engage all generations, built a unique brand image, and emphasized 'golf for everyone' to make golf a friendly hobby.

To realize this, the space was organized into three concepts - 'LIFE GOLF', 'LOVE GOLF', and 'STAY GOLF' - to offer different experiences of the golf lifestyle. The design emphasizes comfort and sportiness over luxury, with customer convenience as the top priority.

'LIFE GOLF' on the first floor is a space that expresses the moments of the golf journey, and the Welcoming Zone at the entrance conveys the brand's image and story to customers. The counter is designed in a three-sided structure to make it easy to reach customers anywhere, and the lounge next to the counter is used as a space for regional clubs and a place to connect SmartScore's online and offline services. In addition, this space hosts promotional events and events for golfers, while the BESPOKEZONE customizes golf products and the professional fitting studio allows customers to receive expert advice and club fitting.

LOVE GOLF, located on the basement level, is a space that captures the emotion of the field, capturing the moment you fall in love with golf. It is designed as a space for various club experiences and communication with golf enthusiasts. Large club objects are placed in the center for a variety of experiences, and the testdrive zones are individually organized and private to avoid disturbing other customers. In addition, the space has a green wall that creates the image of a field, creating a more immersive atmosphere, and is used as a space for putter experiences, events, and promotions. Each space offers an immersive experience and emphasizes the sense of space created by the high floor elevation through curation and graphics.

The 'STAY GOLF' space on the second floor provides a moment to settle into the golf life and is a place to experience the golf lifestyle. To get closer to customers, the brand zone offers brand pop-ups and styling experiences, and on the left side, a variety of golf bags are displayed in a round view, allowing customers to stroll through the products. This is followed by the shoeslab, where you can try on a variety of golf shoes. The back wall of the brand zone is lined with accessories to complete the outfit, and the profile module space is curated with a variety of apparel brands. Through these various experiences, the space is organized to give a sense of the golf lifestyle. By doing so, we organized different emotions in each space to tell a story in each space.