Media Building – Studio Design
Incredible designs that elevate the look of The TOUR and provide a launchpad for the future.
When construction began in 2022 at the PGA TOUR’s new Media Building in Ponte Vedra Beach, Florida, The TOUR tasked the Jack Morton Broadcast Design Team to help inaugurate the facility by creating designs for (7) new studios. Working closely alongside The TOUR’s creative and production teams, we guided the creative process, marshaling expansive ideas, addressing production requirements, and exploring the latest technologies, to land on incredible designs that elevate the look of The TOUR and provide a launchpad for the future.
The studios are of varying sizes, including (2) 975 square foot spaces, (3) 600 square foot rooms, a smaller 300 square foot studio, and the largest, Studio 1A at 2,300 square feet.
Each studio has a unique personality, but all are joined by a cohesive aesthetic. Inspired by the sport itself, as well as the TOUR’s distinct take on golf, the scenic designs echo the Tour’s branding, its rounded logo frame creating many of the architectural gestures that form each room. The design philosophy is built on the balance of modern design and materials playing alongside natural forms and finishes. This approach celebrates the unique interplay of nature and technology embodied in golf.
The natural, organic dimension of the sport is captured in the flowing forms and shapes in the LED floor and overhead ceiling elements, as well as the warm wood and stone materials found in the designs. The highly technical side of golf can be seen in the color palette of sleek metal, carbon and graphite finishes. The studios also highlight the Tour’s embrace of cutting-edge technology, featuring powerful LED displays for robust storytelling. Nowhere is this more evident than within Studio 1A. This flagship space is created by layers of integrated LED displays, including mobile vertical totems, sweeping curved screens and an immersive floor shaped like the contours of a golf course. This studio deploys the pinnacle of broadcast technology, capable of creating virtual set extensions captured by state-of-the-art robotic cameras.
Every studio allows for a variety of talent positions, from standing locations to seated positions behind sleek desks, providing the Tour with a range of options for covering all the action.
The PGA Tour’s new studio designs truly provide the platform for driving coverage of this great game, now and well into a future that continues to expand with the growing popularity of the sport.