The ground floor of Lyle & Scott’s Carnaby Street flagship store has been radically remodelled to represent a nine-hole golf course for the month of August, with each hole showcasing a different facet of the company’s A/W15 Performance Golf range. The layout of the ‘course’ steers customers through core merchandise, all-weather product, and seasonal capsules, before finally culminating in accessories.
Golf flags signpost the different garments and their technical features, while turf hems the perimeter of the store, and grass-scented room spray completes the scene. Lyle & Scott says the refit of the space provides an immersive and sensory experience appealing to the avid golfer or curious passer-by.
The transformation extends to the exterior of the store, with the installation of a digital interactive window. The window invites onlookers to take their best golf swing, using motion-sensor technology. All successful holes-in-one will be rewarded with a free Performance polo shirt, with all other efforts receiving 10 percent off an instore spend.
The range caters for the all-weather golfer to the fair weather player by fusing technical performance features with contemporary fits and designs. Garments have been engineered to heighten freedom of movement and comfort by using a range of modern performance attributes such as waterproof and breathable fabrics, four-way stretch and nano technology.