Bauer Sports Authentic Brand® Exploration, Brand Presentation, Headquarters Brand Environment Design

PROJECT: Your Authentic Brand® Exploration, Brand Presentation, Headquarters Brand Environment
CLIENT: Performance Sports Group/Bauer
LOCATION: Greenland, NH

Bauer Skates into their New Headquarters with a Cool Brand Environment

Performance Sports Group, holding company for numerous sporting equipment brands, commissioned Image 4 to design an immersive Brand Environment for their corporate headquarters, leading with their flagship brand Bauer.


  • Experience Design
  • Fixture Design
  • Graphic Design
  • Fabrication
  • Graphic Production
  • Installation

Project Overview

Performance Sports Group, parent company of Bauer Hockey, commissioned Image 4 to develop a Brand presence and Immersive Brand Environment for the new headquarters. PSG wanted to spread the culture that creates the PSG family throughout the 10,000sf Exeter, NH building.

Home to 10 brands, the project offered a number of challenges:  Unifying the visuals of the brands, avoiding diminishing any one brand, Multiple “Main” entrances serving different constituents- the Bauer sales group and retailers, employees, vendors, PSG corporate guests, investors, and the PSG Executive team.

Image 4 designers approached the project by uniting around “competition”. We chose to highlight the aspects of exercise, striving, energy, teamwork and health that are embedded in competitive sports.

Under the overall Brand theme, sales and brand operations areas were themed by brand and equipment – soccer, lacrosse, hockey, baseball, etc. We designed and built a graphic display system to permit seasonal changes, as well as a custom-created display system allow merchandise presentation.

Common areas – the BOD room, lunchroom and hallways – called for large-scale permanent graphics and design treatments that could present the entire family of products. We overlaid changeable graphic images supported on elegant steel rod structures, creating a high-end presentation.

PSG’s premiere brand is Bauer, the world’s largest hockey equipment supplier. Because it was September, hockey was in season and the “Great Hall” meeting room was branded accordingly. Large-scale fabric images tensioned on cables were mounted around custom-fabricated product displays designed to resemble lockers and benches. Photos were carefully adjusted to reflect the chill of waiting to go on the ice. Wall signs and logos used frosted and rippled acrylic to create the feeling of ice.

Image 4 continues to update the presentation as PSG adds brands and products