Today Brooks Brothers announced the rennovation of the third floor at its 346 Madison Avenue flagship. The floor is devoted to the brand’s sportswear, and the abundant decorative knick-knacks pay tribute to golf:

tennis:

sailing:

… and even surfing:

The changing rooms are designed to have a locker-room feel:

… with lots of vintage photos:

While cozy corners feel like a clubhouse — or living room:

A chill may still be in the air, but when it comes to merchandise, spring is here:

Including polos — with two-tone logos for interesting three-color combinations of fabric and logo — in 37 colors and both slim and regular fits:

The third floor also includes a golf simulator based on the course at St. Andrews, for whom Brooks is the licensee of an apparel collection:

I’ll need to work on my swing if I ever want to take home one of these:

Here’s some more info in the company’s own words:

Brooks Brothers unveiled a redesign of its third floor as part of a multi-year, top-to-bottom renovation of the company’s 10-story 346 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 (by aboutGolf©); 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.

Brooks Brothers has a long history with the world of golf, having created its first golf collection in 1890.  In March 2010, Brooks Brothers and St Andrews Links entered into a long-term worldwide co-branding partnership with Brooks Brothers designated as an “Official Partner of St Andrews Links.” The first St Andrews Links collection launches this season and is now available at Brooks Brothers stores nationwide.

— CHRISTIAN CHENSVOLD

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