Original Concept & Immersive Golf, Sport & Entertainment Experience.

The Dunes Golf Club is an original creative concept developed by SCstudio as a new expression of the golf destination. Combining bespoke concept development with cinematic concept art, the project explores how golf, landscape, architecture, hospitality and lifestyle can come together as one cohesive world. The result is a distinctive destination concept shaped around atmosphere, discovery and a strong sense of place.

Creative Direction • Concept Development • Experience Design • Key Art (AI Enhanced)

CLARITY

The project began with a simple question: what could a contemporary golf destination become if it were designed as a complete experience from the outset? Rather than approaching the club as a collection of separate facilities, we defined a clear creative vision that considered the course, landscape, architecture, hospitality and guest journey as interconnected parts of the same story.

POSSIBILITY

From that foundation, SCstudio developed a fully bespoke creative concept and visual world for The Dunes. Concept art was used as a design tool to explore the character of the destination, testing architectural language, landscape, materiality, atmosphere and guest experience across a series of environments. This process allowed the project to move beyond conventional golf-club thinking and imagine a place with its own recognisable identity, rituals and moments of discovery.

CarousHell was conceived as an original themed attraction concept developed for Pete Ford @ ThinkOTS, exploring how the familiar experience of a traditional carousel could be transformed into an immersive narrative dark ride.

The concept began with a simple idea: take an everyday carousel, something immediately recognisable and associated with traditional fairgrounds, and use it as the ride vehicle for an unfolding dark story. Instead of remaining a conventional circular ride, the carousel would become an active part of the experience, carrying guests through a supernatural carnival narrative in which the attraction itself appears to have been taken over.

The proposed ride system expanded the normal behaviour of a carousel significantly. The carousel could rotate forwards and backwards at varying speeds, while individual horses could be independently controlled and orientated in different directions. Concept development explored horses facing inward, outward, moving with or against the direction of travel, and adopting more unpredictable configurations as the experience progressed.