The Open
Year
2013–2019, 2021–2025
Client
Mastercard
PROJECT SCOPE
Experiential Design, Branding & Identity, Signage & Wayfinding, Marketing & Advertising, Digital Design, Print Production
challenge
As an Official Patron and the Official Card of The Open Championship, Mastercard needed a space where cardholders could engage in exclusive Priceless experiences, including Mastercard Club access, on-site discounts, and prize opportunities. Mastercard required that their brand communicated in a physical environment that established and reinforced their brand identity.
An award-winning immersive brand activation
SOLUTION
PROJECT IMPACT
I delivered an award-winning immersive brand activation showcasing Mastercard's products and technology. I assisted in leading the end-to-end design and development, from pitch presentations to floor plans, wall elevations, signage, high-visibility branding, event graphics, finishes, furniture selection, and floral design.
Sustainability was a key focus, with nearly all materials recycled or repurposed. All potted floral arrangements and trees were donated to the local community following the event.
Mastercard and The R&A partnered to engage fans on-site and globally in raising awareness, driving donations and reducing waste around plastic pollution and deforestation.
The Open Shop Point of Sale
Challenge
Solution
The Open Shop in the Spectator Village is the official on-site retail experience where fans can purchase exclusive tournament merchandise, creating a key touchpoint within the overall event journey.
Mastercard needed to promote its incentives to purchasers throughout the space in a way that felt integrated and non-intrusive, reinforcing value at multiple moments along the customer path.
I developed point-of-sale visuals for The Open Shop, including till screens, till fronts, main wall graphics, and totems, to create a cohesive retail environment and promote Mastercard incentives throughout the space. The system was designed to integrate seamlessly into the retail journey, ensuring key messaging and offers were highly visible at every customer touchpoint, from checkout moments to high-traffic in-store areas.