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Callaway Golf


The brief from the client was “What will golf be like in 100 years?”. Three basic scenarios were developed and explored: 1. Enhanced Experience (technology integrated into the equipment to enhance a players experinece during the game) 2. Artificial Experience (different levels of virtual golf) 3. Variant Experience (variant games based upon changes to game equipment, conditions, or environments).

The specific variant scenarios of urban golf and snow golf were explored in greater detail, . These explorations provided inspiration for inhouse designers to think “outside the box” and to strive for revolutionary, rather than evolutionary, designs.