Drive Room is a golf simulator experience space that repositions golf as a more open, accessible, and culturally engaging practice. Using sensors, cameras, projection, and real-time data, it creates a controlled yet relaxed environment where players can practise, review, and refine their swing without the usual demands of time, distance, etiquette, or pressure. Its brand philosophy, “Master the Miss”, reframes error as part of the game: not something to hide, but something to read, understand and work through. SectorEntertainment + Media
The layered meaning of “Drive” became a key foundation for the brand. It refers not only to the first shot in golf but also to the moment when the body releases energy and regains focus through the swing. Rather than presenting golf as a closed or aspirational lifestyle, the brand strategy builds on the movement of the body, the mediated feedback from the simulator, and the repeatability of practice. Liberate, Retrospective, and Kinetic became the guiding ideas behind the visual and spatial system.
The simulator changes the rhythm of the sport. A swing is no longer a single, irreversible action; it can be reviewed, measured, replayed, and tried again. This relationship between action, image, and reflection led the identity towards a theatrical language. “Retrospective Red” anchors the colour system with references to curtains, screens, and performance, while “Lucent Green” and other supporting tones introduce softer associations with grass, fairways, and daylight. Golf tees, theatre marquees, curtain folds, and film grain further inform the graphic language, giving the brand a sense of focus, depth, and ease.
The interior extends this idea of the simulator as a stage for practice. Hitting bays are treated as low-lit areas of concentration, while the projection screen serves as both a target and a playback surface. Matte finishes, large curtains, metal accents, and directional lighting create a contained environment that supports the rhythm of watching, adjusting, and swinging again. At the storefront, vertical patterns, brand colours, and illuminated signage form a clear threshold from the street. As a result, Drive Room reshapes golf not as an exclusive culture but as something more approachable by making practice visible, repeatable, and forgiving.
Art Direction + Design + PhotographyMegan Lin Memphis Sun