Client: 3M
Event: 3M Open 2024
Activation: The Lab & Hospitality Suite
Location: TPC Twin Cities, Minnesota
The Brief:
After a hugely successful Fan Zone experience at the 2023 event, 3M wanted to expand their offering to fans this year through our partnership with both hospitality and expansion of The Lab. It was important to ensure the 3M brand was at the forefront of both areas, which was to be replicated in numerous ways to make it memorable for fans visiting.
The Process:
As one of our biggest project briefs in the history of PVE, our teams were eager to get stuck in and really showcase the scale of our service offering. For The Lab, 3M wanted to have designated areas within the space to promote their latest technological offerings from a unique viewpoint for fans. The focus for the hospitality space was to design & build a premium and engaging space to be enjoyed by fans with bespoke interior fit out including seating and F&B areas.
The Result:
The Lab: An immersive and bespoke brand activation space that integrated the 3M brand, to allow fans to engage with various products and information, whilst showcasing the strong relationship between 3M and golf.
Putting Course: Three-hole mini putting course with a small starters hut, designed for fans of all ages & abilities to have fun with!
Bunker Challenge: Our bunker challenge put fans sand skills to the test, with three attempts to land the ball as close as possible to the pin.
Photo Opp: Fans could get a snap against the 3M branded foliage wall which was then emailed to them with various sharing options on social media.
Multiball: Using our interactive games wall, fans could play numerous arcade style games whilst using whatever golf skills fans felt appropriate!
Paradym Driver Challenge: In partnership with Callaway, fans could try out the Callaway Paradym driver on our longest drive golf simulator.
Chipping Challenge: Fans had 60 seconds to score as many points as possible by chipping the ball into various targets on our smart wall.
3M Product Display: From 3D holograms to bold printed walls and interactive points, fans were exposed to numerous 3M products as they explored the space. All 3M product display points were designed & created in house at PVE!
Hospitality Suite: We designed & built the full interior fit out for the hospitality space using our sustainable walling system including the bar and F&B areas, seating, lighting & AV, various information points and a photo opp for fans to get a snap of their day!
It was fantastic to expand our service offerings and work with the 3M team once again at a renowned event on the PGA Tour schedule, to deliver our biggest bespoke fan experience to date in PVE history! It was a brilliant opportunity for us to deliver our expertise’s outside of activation with our interior fit out solutions with the 3M hospitality suite. We welcomed over 5,000 fans through both areas at the tournament, with over 1,400 photos taken! We are incredibly proud of what our team achieved throughout the duration of this project, as we firmly set ourselves apart as full service event specialists.
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