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Lyle & Scott’s Performance Golf range takes up residence in No. 1 Carnaby Street for the month of August.

The ground floor of the retailer’s flagship has been radically remodelled to represent a 9-hole golf course: each hole showcasing a different facet of the AW15 range. The layout of the ‘course’ steers customers through core merchandise, all-weather product, and seasonal capsules, before finally culminating in accessories.

Golf flags serve to signpost the different garments and their technical features, while turf hems the perimeter of the store, and grass-scented room spray completes the scene. The refit of the space provides an immersive and sensory experience appealing to the avid golfer or curious passer-by.

The transformation extends to the exterior of the store, with the installation of a digital interactive window. The window invites onlookers to take their best golf swing, using motion-sensor technology. All successful holes-in-one will be rewarded with a free Performance polo shirt, whilst all other efforts will receive 10% off an instore spend. Interactions with the window are supported with the hashtag #Swing2Win.

Lyle & Scott unveiled the new store concept at the AW15 Golf launch party, hosted on July 30th. Guests were invited to have ‘a round on us’, enjoying a Lyle & Scotch cocktail, while perusing through the new technical range.

The range caters for the all-weather golfer to the fair weather player by fusing technical performance features with contemporary fits and designs. Garments have been engineered to heighten freedom of movement and comfort by using a range of modern performance attributes such as water proof and breathable fabrics, 4-way stretch and nano technology.

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