Reimagining the Prebuild: A Branded Executive Experience for LIV Golf

At Spectorgroup, design is more than space—it’s a storytelling tool.

When LIV Golf, the global disruptor reshaping the world of professional golf, set out to build its new headquarters, the goal wasn’t just to create an office. It was to curate a bold, executive-level experience that reflected their innovative brand and set the tone for their ambitious future.

Our challenge: transform a standard prebuild into ahead quarters that inspires, performs, and communicates LIV Golf’s identity with sophistication and edge.

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Beyond Prebuild: Strategic Transformation for Maximum Impact

With a focus on high-impact design moves, Spectorgroup took a targeted approach—upgrading key areas of the prebuilt framework to deliver meaningful visual and functional enhancements without overhauling the entire structure. Every change was intentional, prioritizing moments that elevate the user experience and reinforce the brand.

A signature move was the reimagined entry sequence, where visitors are welcomed through a branded portal experience featuring a bold architectural threshold with integrated shelving to showcase awards and branded objects, along with a custom digital screen. This digital element showcases dynamic LIV content and aligns the line of sight to the glass-front boardroom, visually anchoring the core of the organization’s leadership.

Throughout the space, we introduced upgraded finishes in key zones—including refined millwork, rich textures, and bold material contrasts—to create a polished, high-performance atmosphere. Enhanced lighting in the open work areas adds depth and vibrancy, transforming the everyday environment into something more dynamic and engaging.

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Immersive Branding: Expressing Identity Through Art and Material

LIV Golf’s brand story is told not with words on walls, but through custom art, materiality, and sculptural presence. Every detail—from the texture underfoot to the statement pieces overhead—reinforces the league’s bold spirit and elevated aesthetic.

Key moments include:

  • A 3D installation of the LIV logo, creating a powerful visual anchor and immediately setting the tone.
  • Custom wall art crafted from hundreds of golf tees, designed as a one-of-a-kind 3D artwork that merges sport, movement, and material innovation.
  • Upgraded finishes, add richness and nuance to the brand’s narrative while elevating the physical experience of the space.
  • Dynamic lighting over the open work area, used to define and differentiate spatial neighborhoods, adding both functionality and a heightened sense of design rhythm.
  • A hospitality-forward pantry styled with the warmth and sophistication of a private golf clubhouse, providing a refined retreat for employees and visitors alike.

This holistic approach to branding ensures that the environment is both immersive and elegant, leaving a lasting impression at every turn.

A Headquarters Built for the Future of Golf

The new LIV Golf headquarters is more than a workplace—it’s a brand flagship, designed to support strategic thinking, global growth, and bold ideas. Through smart upgrades, expressive branding, and elevated design, Spectorgroup has helped craft a space that not only meets the needs of today but positions LIV Golf powerfully for what’s next.

It’s a place that feels as ambitious and forward-thinking as the game they’re changing.

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Explore the full project: LIV Golf Headquarters