Callaway asked CPI to conceptualise a range of shop in shop and free-standing display units, to relaunch Callaway apparel and accessories in high end sports retailers and golf course shops, in key locations throughout Europe.

The units were designed in 1m wide bays to allow for different space allocations in store, and designed to high specification, including illuminated 3D logos and shelving with high gloss acrylic detailing and laminated wood bases. An integrated screen and tablet educate the consumer on the features and benefits of the product and allow them to access more options from the online site.

Interchangeable graphics and shelf locations allow each store to be configured as a bespoke solution tailored towards the products they stock in store.