Four IV takes a swing at American Golf store

Four IV is putting together a concept store design for European retailer American Golf, which is likely to be completed early next year.

The consultancy has also overhauled the retailer’s in-store graphics and identity. Dropping the word ‘Discount’ from the previous name – American Golf Discount – the identity launches in five new stores over the coming weeks.

The first of these opened in Mansfield last weekend and the second launches in Telford this weekend. The existing 60-strong store portfolio will be updated by the end of the year.

The retailer will then turn to the development of a more radical concept store design, says American Golf business development director Andrew McDonald. ‘It’s something for the early part of 2006,’ he says.

Four IV has introduced a bespoke typeface and a ‘softer’ tone of voice to the brand, says consultancy creative director Andy Bone. ‘We are trying to push the company’s expertise and experience as the only dedicated golf retailer, rather than the discount [image],’ he says.

The consultancy was appointed last summer on the strength of its previous creative work for McDonald while he was employed at womenswear retailers Bonmarché and New Look.

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