Putt Like A Lady!

My role on this project was experiential design for Early Spring. I was primarily responsible for the spatial and lighting design of the ‘golf course’ room that housed the VR experience, along with the physical user journey and floorplan.

This condescending sounding golf game quickly turns into an upsettingly realistic journey to the deep subconscious mind of the worlds most elite female athletes. Premiering at the 2023 LPGA Chevron Championship in Houston, unknowing spectators enter the game to beat the highscores of the best female golfers in the world, only to leave with their minds forever shifted.

Think you got what it takes to beat this year’s LPGA athletes?

Accenture Song tasked Early Spring to concept, design and build an immersive experiential installation that grounded and reinforced the transformative VR journey.

We invited guests to enter a promising, overly optimistic entryway adorned with suspended clouds, elevator music and AI generated posters of inspirational messaging.

We then invite our guests into a privately draped environment inspired by the topography of golf greens using CNC fabrication using hundreds of pulsing, color-changing LED lights that set the stage for a promising experience to come.

Render:

Reality:

When guests complete the headset experience, the lighting in the room has changed to better match the more profound mood and sentiment of the experience they just completed. Our docents are now more authentic, empathetic and provide a moment of decompression from the emotional experience before leading people into a final gallery exhibition that honors and celebrates the real LPGA heroes whose stores we just shared.

Having transformed a seemingly perfect day on the course into a surreal, technicolor trip that provided room for reflection on the emotional impact of the message, ‘In Her Head’ was an official selection of the 2023 Tribeca Film Festival’s Tribeca X.