Atlanta Hawks

Sales Center Experience Design

Selling an idea, a dream, a possibility.

For the City of Atlanta and the Atlanta Hawks, Philips Arena had the perfect location. What it needed was a total refresh – to be new in a market that demands the best. A total arena renovation meant appealing to the most diverse and vibrant crowd in the country. They needed a big, bold, unifying vision to show premium seat and suite buyers and sponsors that the future of their downtown arena is more than bright. It’s the best sports and live entertainment venue in Atlanta, with amazing events over 160 nights a year.

The lights never go out.

The arena is not only where Atlantans go to see a basketball game or sold-out show—it’s a hub for nightlife. Embracing the new arena as “The Great Night Out in Atlanta,” we designed a preview with the welcoming feel of dialed-in Southern hospitality and the exhilaration of an explosive fast break. A hot spot in its own right.

The experience is a full-sensory journey that builds anticipation and rewards curiosity. Innovations include a projection-mapped arena “pit” that encourages deep dives into seats, suites and hidden clubs. An immersive theater room responds to visitors’ movements, and serves up an anthemic video and awe-inspiring views. At the end, a meeting room provides an inviting space for conversation.

True to Atlanta.

Meaningful interactions with people are the keys to success for the Hawks’ sales team. So we positioned the arena as a vibrant reflection of the citizens and spirit of Atlanta. We also filled the experience with catalysts for connection, giving guests control in a way that lets staff learn about their interests and leanings. They now have the structure and big moments needed to fuel relationship-building and sales.

Photography by Katie Bricker Photography

Interested in learning more?

Atlanta Hawks Use Tech-Rich Experience To Showcase Stadium Renovations (SportTechie)
Atlanta Hawks open ‘unprecedented’ sales center for Philips Arena transformation (Atlanta Business Chronicle)
Hawks, Hornall Anderson Launch Preview Experience For Philips Arena Transformation (
Transforming Philips Arena: Big changes are in the works (Atlanta Journal-Constitution)
Atlanta Hawks tease $192M renovation with dazzling sales center (Curbed Atlanta)
Atlanta Hawks uses immersive experience to promote sponsorships (Transform Magazine)
#LightsCameraAtlanta Newly Renovated Philips Arena becomes Entertainment Hub of ATL (WXIA-TV)