Split Flap at Pinehurst Resort

Location: Pinehurst, NC (The Titleist Shop at Pinehurst Resort)
Use Case: Retail Signage
Client: Outform
Design Style: Industrial Modern, Mounted Signs
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Split Flap Specs

Size: 3 ROW x 32 COLUMN Display
Dimensions: 21″ x 93″ x 5″
Finish: Modern White Metal Casing
Installed: 2026

Project Overview

Of the top professional golfers playing on the PGA Tour, 102 out of 150 use Titleist golf balls. This astounding dominance speaks to Titleist’s position as the most classic brand in golf. So when the brand announced its first U.S. retail destination at the equally iconic Pinehurst Resort, the interior branding had to clear a very high bar.

The shop features a number of innovative experiences, including a golf simulator, advanced club fitting tools, and an on-demand ball customizer. These immersive, hands-on components make the Titleist Shop at Pinehurst a destination for lovers of the game. They also inform the shop’s approach to retail branding. The store is a tactile environment, where guests are meant to interact with the equipment and space. Most notably, a custom Titleist-white Split Flap display hangs in the shop’s main retail area. Its vintage analog motion and sound set a tone of refinement, precision, and above all, timeless class – perfectly reflecting the innovation of Titleist.

Functionality and Design

The retail store design of the Titleist Shop at Pinehurst is a precision-engineered exercise in retail branding. Titleist’s minimalist yet classic brand aesthetic is evident in every design choice in the shop, from the crown molding around the display cabinets to the light-colored hardwood floors. Mounted high above the store is a custom Split Flap display, with both the case and flaps finished in Titleist’s iconic white.

“I had the pleasure of working with the team designing Titleist’s first dedicated U.S. store, which made this project even more special,” said Director of Sales Kristy Brunhofer. “The space was created to give every guest a personalized experience, and the Split Flap fits seamlessly into that vision. Its white finish complements the interior beautifully while reflecting the strength and iconic feel of the Titleist brand.”

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Behind the Scenes

Behind the scenes at Oat Foundry, every Split Flap display starts long before a single flap clicks into place. It begins at the drawing board, where each project (such as Titleist) is designed specifically for its space, down to size, color, messaging, and style. What looks like a simple board is actually a deeply engineered system, often composed of thousands of individual parts that must work in perfect synchronization. 

From there, the process becomes intricate, as sheets of cold-rolled steel are cut, bent, and powder-coated before being assembled into a rigid cabinet, the structural backbone of the display. Inside, electronics and proprietary software bring the system to life, while technicians manually install each printed flap into its rotating carousel. The result is a carefully orchestrated blend of mechanical precision, craftsmanship, and motion, where every flip, sound, and transition is the product of intentional, behind-the-scenes work happening in the Philadelphia shop. 

Retail Use Case

Golf is an inherently analog and tactile sport. Any golfer will tell you that “touch” and “feel” are crucial components to performing well on the course. It is precisely this need for tangible, sensory feedback that makes Split Flap such a perfect fit for Titleist’s approach to retail branding. The board’s precise analog motion reflects every golfer’s pursuit of mechanical consistency, and its classic aesthetic sensibilities mirror the storied traditions of both Titleist as a brand and the Pinehurst Resort. The soft, rainlike sound of the display as its flaps rotate into position is often compared to white noise and makes for another perfect match with golf’s quiet, gentle etiquette tradition.

“A split-flap display can play a dynamic role in retail storytelling and operations,” says Digital Marketer Melissa Houghton. “In a retail concept like Titleist, it can be used to highlight product drops, promote limited-time offers, or guide customers through different zones of the store with rotating wayfinding cues. Its rhythmic motion naturally draws attention, making it ideal for announcing fitting availability, workshop schedules, or featured merchandise without relying on traditional digital screens. By blending movement, sound, and typography, a split flap adds a tactile, memorable layer to the customer experience, reinforcing brand identity while delivering real-time, adaptable content.”

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Press and Media

Pinehurst announced the opening of the Titleist Shop in September 2025, and the resort’s Executive Vice President of Sales and Marketing, Eric Kuester, celebrated how the shop “combines Pinehurst’s history with Titleist’s innovation.” The shop, which is Titleist’s first U.S. retail location, made a splash in golf media and was featured in The Golf Wire, Golf Business News, and Sports Business Journal. News of the store broke containment from the world of golf and was also featured in this Forbes article, which describes the shop as a “testament” to the iconic Pinehurst Resort, and a “strategic expansion into experiential retail” for Titleist.

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FAQS

Does Split Flap work in sports venues? 

Yes, mechanical signage and analog components are great for stadium design. Oat Foundry has worked with the Toronto Blue Jays to enhance the spectator experience at The Rogers Center with a custom-branded Picture Flap, and with Pass and Stow on a custom Split Flap “concessions” bar menu at Citizens Bank Park, where the Phillies play. We’ve also worked with the Philadelphia Eagles to develop innovative analog play-calling technology for the team’s defensive coordinator.

Can customers and fans interact directly with my Split Flap display? 

To make our Split Flap displays interactive, Oat Foundry created Algorithm. With a series of buttons and fader options, guests can navigate through a customized interaction with a Split Flap display, allowing them to ask specific questions with curated answers so your brand is always in control of their participatory experience.

How are Oat Foundry Split Flap displays made? 

Every Split Flap display contains tens of thousands of unique components, all assembled by hand by our team of engineers and technicians in our Philadelphia shop. Each Oat Foundry creation is custom-made for individual clients, taking their specific needs into account before production. Watch our team construct a Split Flap display from scratch here, and read in-depth about the process here.

Learn more about Split Flap on our FAQ page.