To be noticed in the crowd, you should be uniquely, authentically you. That direct approach is precisely how Acushnet Co. decided to line up its FootJoy brand experience at the 2023 Professional Golfers' Association of America Show.

With more than 100 years of design and innovation in shoemaking, FootJoy is a trusted brand with the largest collection of golf shoes in the industry. But for those unfamiliar, recognizing the modern innovation and nuanced approach to fitted footwear required a second look. The brand partnered with the Latitude LLC design team to stop attendees in their tracks. The booth design was simple, dramatic, and intentional with a framework of product-laden walls and airy scrims arranged in subtle circles underpinning FootJoy's full-circle approach. One Exhibit Design Awards judge said, "It's simple, and it's that simplicity that pulls people in."

The draw pulled visitors deeper toward the FitLab, the heartbeat of the FootJoy booth. "FitLab was the core of the experience," explained James Robinson, creative director for Latitude. The "traditional footwear wall" was re-imagined as four product-covered curved walls representing the four silos of FootJoy's footwear system. The walls circled sleek Volumental 3-D foot scanning devices like ribs. There, participants were treated to the ultimate in golf shoe fitting affairs.

Sophisticated sizing technology laser-mapped the geography of attendees' foot shapes. The 3-D renderings allowed dedicated ambassadors to shepherd guests from their scan through additional structure, stability, and style considerations. Participants could select footwear that supported their unique footprint and reflected their personality. The result was a bespoke encounter illustrating that finding the perfect fit is about more than just your shoe size. E