As a disruptive force in the world of professional men’s golf, LIV Golf is redefining the sport through innovation, bold vision, and a commitment to delivering elevated experiences—both on and off the course. In line with its rapid growth and evolving brand identity, the league relocated its New York City operations to a new office high above Hudson Yards. While the space offered sweeping views of Midtown and the Hudson River, it lacked the distinctive energy and personality that define LIV Golf. Spectorgroup was brought on to translate the brand’s dynamic spirit into a thoughtfully designed workplace—one that blends the elegance of a classic country club with the forward-thinking edge of a modern tech startup. Through strategic design interventions, the resulting space embodies LIV Golf’s mission to challenge tradition and make a lasting impression.
Redefining first impressions.
Working within the office’s existing framework, Spectorgroup transformed the reception area to establish a more vibrant and welcoming first impression. The design intervention replaced the dated monochromatic beige palette with a refreshed visual language that emphasizes contrast, warmth, and modern lighting. Central to this transformation is a custom-designed millwork portal that acts as both a functional threshold and a focal point. This architectural element not only separates the reception from the main office but also houses curated memorabilia and integrated niches for digital displays. Framing views toward the boardroom and the skyline beyond, the portal creates a deliberate sense of arrival and a lasting impression for all who pass through.
Bringing the brand to life.
A lighter, more refined color palette now flows through the office, enhanced by modern lighting and bold, contrast-rich furnishings. The once modest galley kitchen has been reimagined as a vibrant social hub—complete with an expanded pantry, custom banquette seating, and textured wall coverings that evoke the relaxed sophistication of a luxury lounge. Accents of LIV Golf’s signature lime green and cerulean blue provide a cohesive visual thread, reinforcing the brand's presence in subtle but impactful ways.
Bringing the brand to life beyond the physical design, Spectorgroup partnered with B.A.S. to craft an immersive storytelling experience throughout the space. Striking photo grids of LIV Golf athletes, dynamic team flags, and curated memorabilia create a gallery-like atmosphere that celebrates the league’s culture and competitive spirit. Even the smallest details—like branded furniture tags and custom display niches—serve as a reminder that every inch of the space is a reflection of LIV Golf’s bold identity and game-changing approach to the sport.
