We delivered the prestigious event Look and branding programme for the 145th Open at Royal Troon.
The 145th Open at Royal Troon
Our longest standing client relationship – approaching 40 years – sees us working closely with The R&A to deliver an event Look and branding programme that is adaptable each year to the nine different courses that host The Open.
Each venue presents its own challenges and requires the expertise of our dedicated team in rolling out a high quality Look and Feel that reflect the prestige and heritage of The Open, while also taking in the essential wayfinding and information elements.
Building on the new brand identity that was introduced by The R&A for The 144th Open at St Andrews in 2015, we refined and developed its application across all approaches and entrances to the venue, throughout the various catering, merchandising and hospitality areas and the famous course itself. Throughout the process we had to ensure quality, brand consistency and practicality, while delivering an engaging and impactful spectator journey from start to finish. This involved striking giant-format branding for The Open Shop complex, atmospheric scene-setting for the 1st and 18th fairways and a coordinated system of wayfinding and facility identification which was all unified within the new look. This also extended to Troon Railway Station to form a new “last-mile” concept for The Open. This significantly extended scope of work also saw us being tasked with delivering brand new fan engagement and interactive touchpoints for this year’s event.
Working with The R&A we assisted with the development of an Autograph Zone in which fans could meet and engage first-hand with some of the top players including Rickie Fowler and Rory McIlroy. We also branded the giant NTT DATA Wall which gave spectators the chance to enjoy a new interactive golf experience by providing a visualisation of a wide range of live data in real time and allowing fans to gain greater insight into the numbers shaping the live action. For example, anyone could tweet hashtag of the #PlayerName to @NTTDATAWall and be updated with live player stats, or fans could select a flythrough of any of the 18 holes and receive live information about how each hole was being played. This illustrate how The R&A are merging the wealth of history surrounding The Open with innovative solutions to create a fan more immersive and enhanced experience for spectators. We are proud to be at the heart of bringing The Open to life and connecting the Championship more closely with its fans and followers.