Case Study: The Ace by Pophouse
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Case Study: The Ace by Pophouse
The Ace was an activation designed by our team at the Rocket Mortgage Classic in 2022. This space was thoughtfully designed to provide inspiration, engagement, and connection—blending materials and sensory layers to encourage exploration, fascination, and restoration.
Having significance to the game of golf, The Ace, carries both the meaning as a hole-in-one, while also indicating that a token is best in class, top card, and first-rate. This space broadened the settings of the tournament and elevated the attendee experience. It transformed the ballroom into an exhibit that welcomed all to discover an unexpected amenity and supported individual belonging and communal gathering.
BRAND IDENTITY
The brand visuals of The Ace were inspired by traditional elements reimagined to establish a modernized interpretation. Honoring the legacy of golf, The Ace pays homage through unexpected color combinations and maximalist visuals. Embracing the fresh spin on classic styles the brand assets were expanded to signage, giveaways, tableware, and a website showcasing the design narrative and other events within the space.
INTERIOR DESIGN
The temporary nature of this popup space created unique challenges for the design. Located in a ballroom within the Detroit Golf Club, the space would be installed for less than a week and required that everything return to its original state. This limited our ability to paint, recarpet or replace any light fixtures; but we knew to make significant impact these things were necessary to change. Our team designed custom wall systems to transform the back wall of the space, layered rugs and carpet to enhance and create clear delineation of space, and custom fringe pieces were added to existing light fixtures to modernize existing fixtures. The immersion of texture and patterns all tied back to our narrative alluring, transforming, elevating and honoring the game of golf.
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