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Brooks Bros. Gets Sporty

This week, Brooks Brothers in New York unveiled a redesign of its third floor as part of a multi-year, top-to-bottom renovation of the company’s 10-story Madison Avenue flagship. The centerpiece of the 11,875 square foot sportswear floor is a state-of-the art, full-scale indoor PGA Tour simulator — thought to be the first system of its kind in an apparel retailer environment. Players are able to choose from a selection of courses most notably those of St. Andrews Links including The Old Course, The New Course and the Jubilee Course.  Once the course is selected, players have a choice of playing on a driving range, practice mode or perfecting their short game as part of the 3-D experience, all while using Callaway clubs and balls provided.

In addition to golf, other sports like tennis, sailing and surprisingly, surfing, are well represented with vintage props and all-season merchandise. Tartan plaid carpeting runs throughout, and the floor is anchored by a grand staircase, leather club chairs and a fireplace where customers can rest. Changing rooms are in a hallway decorated in repp stripe wallpaper and featuring black and white photos of generations of blue bloods who frequent Brooks.

Rumors of a clubhouse-inspired restaurant are on the horizon once the women’s store moves locations.

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