Founded in 1886, Munsingwear is an American golf brand that pioneered the field of professional golf apparel. With an enduring philosophy, it continues to define contemporary golf fashion. In 2025, the brand debuted in the Chinese market with a fully refreshed identity. Leaping Creative was commissioned to develop its flagship store concept and nationwide retail store system. The core challenge for the design team was: how to keep the brand's heritage while creating a youthful image within the golf catagory and building a highly distinctive brand indentity.
Building upon the brand's positioning of advocating a "golf lifestyle," the design team delved into the cultural essence of the sport, skillfully transforming classic visual symbols into tangible spatial touchpoints. Grounded in a forward-looking and refined sports aesthetic, the design breaks down the boundaries between professional sporting venues and everyday life. This approach creates a hybrid environment that seamlessly blends professionalism with relaxation, ultimately crafting a distinctive retail experience.
The façade interprets the aesthetics of golf,
while the iconic penguin logo illuminates the entrance.
While preserving the original architectural curtain wall framework, the design team crafted a minimalist brand aesthetic through intentionally blank façade surfaces. The texture of a golf ball’s surface was recreated using ultra-high-performance concrete (UHPC), while the brand’s iconic penguin emblem served as the central visual motif. The ground floor facade maintains transparency, with shelving partitions facing outward made of honeycomb-patterned frosted glass—allowing natural light to filter in while ensuring product displays remain cohesive and fully visible.
The brand DNA permeates every scene,
interpreting the golf lifestyle across multiple dimensions.
The interior adopts the brand's signature blue and white palette, creating an atmosphere that balances energy and comfort. At the entrance, the display point draws inspiration from the perfect swing trajectory of a golfer. Its base takes the form of a golf clubhead, while a spherical multimedia screen behind it loops brand content, reinforcing the spatial theme of athletic elegance.
The golf-themed zone integrates sport‑related cultural elements throughout, creating a multi‑sensory experience that engages visitors visually and spatially. Textured wall panels, imitating the dimpled surface of a golf ball, enhance the immersive backdrop. Wall‑embedded tee‑shaped structures double as functional shelving, while a sofa assembled from actual golf balls is placed before the shoe wall—adding both creativity and playfulness to the space.
The outdoor collection zone features textured stone‑like walls, evoking the rugged, natural feel of mountain terrain. This creates a clear visual and tactile contrast with other product areas within the store.
Lighting tracks form the overall illumination layout and run across the central ceiling, tracing the parabolic trajectory of a golf ball in flight—visually echoing the main experiential zone below.
The lounge area incorporates a greater proportion of light wood tones, cultivating an airy and relaxed atmosphere.
The fitting rooms extend the store’s overall design language, presenting a clean and minimalist aesthetic. Every detail—from the penguin logo on the wall to the tee-shaped garment hooks and the stools stacked from golf balls—quietly conveys the brand’s cultural narrative.
Athletic excellence lies in the details.
The design team deconstructed golf equipment and integrated its elements into the shelving system. Through the interplay of materials, they captured the dynamic energy of the sport, conveying the vitality and playfulness inherent in golf—further articulating the "golf lifestyle" championed by the brand.
