The Bettinardi family approached RGLA as they looked to launch their first Studio B flagship location in Oakbrook, IL. The goal was to build a unique, curated, and tailored golf experience that speaks to the Bettinardi Golf brand values of Heritage, Craftsmanship, Innovation and Creativity. Inspired by these values and Bettinardi’s commitment to excellence, our design tells the story of the brand through stunning details, engaging visuals and curated material selections. Anchored on the concept of approachable luxury, the aesthetic of the space infuses classic club house elements with modern innovative technology. Cues from both the Bettinardi Golf brand and their product design were utilized to create a boutique presentation in a dramatic setting. Upon entry to Studio B, customers are immersed in the story of Bettinardi Golf through large digital components and captivated by branding treatments that welcome them to begin their Bettinardi Journey. An archival head cover wall installation in hospitality area makes a memorable brand statement while serving as backdrop to interviews with professional golfers and other VIPs. A custom table with oversized geometric pendant lights creates the focal presentation of the retail floor and acts a destination for shopping feature collections. One of the highlights of Studio B is The Hive, a special vault dedicated to exhibiting high-end putters, and exclusive head covers. This unique space showcases the pinnacle of craftsmanship, where golfers can marvel at exclusive creations and limited-edition models. Those desiring a truly personalized touch can utilize the customs room to create their own bespoke putters. Studio B not only offers customers a curated retail shopping experience but also features two bays for putter fittings and a wedge simulator bay where golfers can fine tune their performance.