Clemson University

Experience Clemson

As part of an initiative to grow the university’s relationship with Greenville, SC, Clemson University commissioned Upswell to design an environment that engages students, alumni, and the Greenville community. Our collaboration resulted in a brand outpost where visitors can meet, socialize, and learn about the university’s history, traditions, and future.

Equal parts exhibition, retail store, and alumni center, the environment is divided in thematic zones, each with a centerpiece exhibit. Upon entry, visitors encounter the Clemson Family Portrait interactive that tells the story of Clemson community members with exceptional dedication to the university. An adjacent zone, People, Places, and Traditions, has an audio-driven installation that explores content from the University’s archive.

The journey continues in the Giving 110% zone, where visitors can participate in a sports tradition: touch a replica of Howard’s Rock and run down the hill with the Tigers football team. The last experience is the Tiger Rag Wall, a “memory wall” that allows Clemson alumni to share postcards, mementos and letters of their time on campus.

The Clemson brand, meanwhile, is a constant presence. Bold photographic banners and manifesto walls punctuate the environment, while a seamlessly integrated retail area allows visitors to purchase Clemson swag.

When visitors leave the environment, they ware left with a distinct impression of the university as a vibrant, student-centered community that thrives on leadership, collaboration, tradition, and innovation.

Experience Clemson projects the vibrant and determined spirit of a top-20 public university.

Visitors contemplating the tiger rag sculpture
A large video monitor faces Main Street, bringing a dynamic visuals to passersby outside.


  • Experience Clemson


  • Greenville, SC


  • 2015


  • LS3P
    • Architect of Record
  • Manual
    • Fabrication
  • Open Studio Collective
    • Design Architect
  • Rodgers Builders
    • General Contractor