When the World Golf Hall of Fame relocated from St. Augustine to Pinehurst, it joined the USGA in a new home: Golf House Pinehurst. Two institutions, one campus, with the working science of the game on the first floor and the legends who mastered it upstairs.

On the first floor, we invited newcomers and superfans inside the engine of the game itself. The USGA Experience reveals the science, standards, and stewardship that keep golf fair and playable worldwide. Visitors test swing physics, track ball flight, probe equipment, and investigate the meticulous science behind championship-ready greens. Physical challenges, responsive media, and hands-on trials make engineering feel personal.

At the center, a gallery of USGA championship trophies celebrates the sport’s highest achievements and demystifies the path to qualify and compete. Awe gives way to understanding. Visitors learn not just who wins, but how the system works.

The challenge: unite engineering and emotion under one roof. How do you make rules feel human, science feel personal? How do you design for both curiosity and reverence? You don’t do it alone. We co-created with USGA scientists, curators, and historians, prototyping and pressure-testing interactives until learning felt active.

Upstairs, the World Golf Hall of Fame shifts tone without losing momentum. We mapped narratives by theme and era, reducing visitor fatigue and inviting deeper reflection. More than 160 interactive lockers reveal 3,000 artifacts, each chosen for what it carries: personality, vulnerability, legacy. The result is an unexpectedly intimate encounter with the legends who shaped the game, honoring the Hall’s history while reframing it for a new generation.

By the time guests exit into the broader campus, they carry something they didn’t walk in with: an understanding of the craft behind every club, the care behind every rule, the stewardship behind every championship. And with it, a renewed urge to play, volunteer, learn, cheer.