People celebrates another sucessful project following its appointment to create DP World Tour’s Fanzone, and the Genesis Lounge and Spectator Activations at this year’s Genesis Scottish Open.

People was tasked by the DP World Tour with connecting the sporting community through the golfing tournament’s official fanzone.

Following the appointment to design and build the 2024 fanzone, People elevated its designs for the 2025 tournament. The addition of two new activations brought the total to five unique experiences for golf fans to enjoy.

People’s design for the 2025 fanzone included Mini Golf and Long Putt experiences, challenging golf fanatics to sink a hole-in-one from 20m and go head-to-head with family and friends – while also raising funds for Scottish charity, The Renaissance Club Foundation.

The fanzone also included The Performance Lounge in partnership with NEXO, a black box space which hosted a range of console games and simulator golfing experiences, plus the Little Links zone, designed for younger golfers with a host of child-friendly games.

The fifth and final experience, The Academy, was created in partnership with the Steven Gallagher Foundation, and aimed to open the golfing world up to the next generation of players. This zone provided young amateurs the chance to book a lesson with golfing professionals, and PGA members.

Independent creative agency, People, also won a competitive bid to bring the headline sponsor’s new lounge and spectator activation to life, located at the 6th hole.

Following the design and creation of Genesis’ Electrify Your Drive activation at last year’s event, the luxury car brand reappointed People to reimagine their new space. With a large scale brand lounge at the 6th hole, featuring unique concept car displays, activated swingbox with the latest TGL technology and a course side viewing platform.

Rory O’Donovan, Partner at People comments: “These dynamic spaces within major sporting events are the beating heart of the sports fan’s day out. They are where people come together and make memories with loved ones as they discover new ways to get closer to their favourite sport. Our creative and production teams at People have been delivering unique and innovative fanzones for our clients for ten years, and it’s a pleasure to be working again with both DP World Tour and their headline sponsor, Genesis, to bring our expertise and create these exciting new experiences for fans.”

Speaking of the appointment of People, Joe Hunt, Championship Manager at DP World Tour comments: “We tasked People with bringing the golfing community closer than ever to their sport, and we want our spectators to leave the Scottish Open with memories for life. People’s creative activations, event production and management will not only enhance the visitor experience but also redefine how we engage new players, spectators, and the wider sporting community. It’s this kind of innovative thinking that keeps the Genesis Scottish Open a stand out event in the golfing calendar.”