'If you look good, you feel good and if you feel good, you play good'

Ben Hogan's legendary quote perfectly summarises the new flagship store for luxury Korean golf brand Elord, where JHP worked on the strategy and development of the store. In Korea golf isn't just a game it is a philosophy and a lifestyle. Every generation lays claim to it from old to young from conventional to anarchic.

References to the sport are found throughout the store, including golf bag leather padded walls, a cash desk that mimics the perfect swing, exploded golf ball fixtures, illuminated flag pins as hanging rails, virtual reality and an indoor driving range. Indeed the whole building has been designed as a massive bunker that unlike the real thing all players want to enter.