2025 Hanwha LIFEPLUS International Crown, delivering a differentiated gallery experience with sophisticated design and wit
Oct 30, 2025
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While the championship trophy went to the Australian team after a close race, the Korean team lost to Japan in the third round and failed to advance to the semifinals, drawing disappointment from domestic fans. Although the results of the game were against expectations, the sophisticated design, witty attractions, and entertainment were all over the venue, giving visitors more than a golf game.
T-markers modeled after the championship trophies featuring crowns were installed throughout the course where the players played, further highlighting the swings of elegant and beautiful players. On top of that, hazard sculptures in the shape of the Life Plus logo are combined, and it has been completed as an artistic space that harmonizes nature, sports and brand sensibility, entertaining the eyes of visitors.
At Gallery Plaza, an intense orange umbrella symbolizing Hanwha, the title sponsor of the competition, was distributed, and orange waves harmonized with the autumn sky and the refreshing blue colors of the fairway to create a spectacular view.
Camp Hanwha', which you meet immediately after passing through Gallery Plaza, is an emotional experience space where the tree structure and beige and white tones blend naturally with the green color of the grass. In a soft and warm atmosphere that captures the pure spirit of sports, visitors stayed comfortably and experienced various things to enjoy. It was built as a symbolic space containing the value of the competition by itself, away from the sponsor booth, which was a color of containers and MQ tents, and was used as a background for photographs of many galleries as well as photo call venues for players.
Inspired by the digital ambassador 'Wasabi Bear' doll and contest trophy 'Spinning Crown', the photo zone has also spread to various social media content with exotic sculptures. Meanwhile, various events were held at the experience booth operated by Hanwha Life' and Hanwha Insurance', and wasabi bear keyring and golf-related goods were presented to provide a wealth of entertainment. During the tournament, official ambassador coach Park Se-ri held two signing events at the camp Hanwha site, giving fans a special moment, which received a hot response.
The venue was designed as a 'participatory festival' that contained the meaning of global sports events beyond just watching games. The signature hall, decorated with each country's concept, operated a 'badge station' to collect country-specific badges, and galleries who completed all teams' badges were presented with ball markers to commemorate the competition. In addition, 'Life Plus Station', which was operated as a resting place for galleries, provided commemorative bracelets when participating in the putting event.
"The essence of sports is the content of the game, but the outcome of the game is beyond our control," said Park Chan-hyuk, executive director of Hanwha Life Insurance's WX room, who oversees the competition as a title sponsor. So what we focused on was to convey the experience beyond the game to the fans who visited the tournament through visual language and brand experience""It was intended that everyone who visited the stadium could empathize with the game and the players, and that the emotions felt through the game could be amplified through all carefully designed spaces, goods, and programs." Of course, the quality of the design itself and the fun elements using characters and props are basic. As much as the team members worked together, we are happy to receive so much love during this competition. "We will continue to work with the brand and promote various sports events that impress and entertain visitors."
This article was translated by Naver AI translator.
