Experience design

Atlanta Hawks

The Challenge

Sell an idea, a dream, a possibility.

Philips Arena is not only where Atlantans go to see a game or sold-out show—it’s a hub for nightlife. For the City of Atlanta and the Atlanta Hawks, it 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 Solution

The lights never go out.

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.

What Matters

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.

Image of a man opening the door for a visitor. The visitor is about to walk into the entryway of the sales experience.
Image of a man opening the door for a visitor. The visitor is about to walk into the entryway of the sales experience.
There are two images. The one on the left shows a close up of a signed Reebok show. The image of the right shows two glasses with a box of matches labeled, "The Preview".
There are two images. The one on the left shows a close up of a signed Reebok show. The image of the right shows two glasses with a box of matches labeled, "The Preview".
There are two images. The image on the left shows the entrance of the sales center. There are wood floors and built in cabinetry. The image on the right focuses on a man's hands holding a tablet.
There are two images. The image on the left shows the entrance of the sales center. There are wood floors and built in cabinetry. The image on the right focuses on a man's hands holding a tablet.
It is a GIF that starts off all black. It then slowly reveals a hallway that has famous artists and athletes on the walls. The final image in the GIF is at the end of the hall where it says in Gold 'it's right to go left".
It is a GIF that starts off all black. It then slowly reveals a hallway that has famous artists and athletes on the walls. The final image in the GIF is at the end of the hall where it says in Gold 'it's right to go left".
There are two images. The one on the left shows a large wall projection of the arena. There is a group of people pointing and looking at the projected image. The image on the right shows a hand holding an iPhone that shows graphics.
There are two images. The one on the left shows a large wall projection of the arena. There is a group of people pointing and looking at the projected image. The image on the right shows a hand holding an iPhone that shows graphics.
Image shows what the suites in the arena will look like.
Image shows what the suites in the arena will look like.
Image shows a suite in the arena with a table in the middle. There is also a sketch of the arena remodel.
Image shows a suite in the arena with a table in the middle. There is also a sketch of the arena remodel.
There are two images. The image on the right shows table that has a cactus, and a bowl of matches that say, "The Preview" on top of it. The image on the right is an image of a table in a red room.
There are two images. The image on the right shows table that has a cactus, and a bowl of matches that say, "The Preview" on top of it. The image on the right is an image of a table in a red room.
Image shows a blue room with a table in the middle of it.
Image shows a blue room with a table in the middle of it.
Image shows a black wall with a gold decal that says, "True to Atlanta, thanks for coming".
Photography by Katie Bricker Photography
Image shows a black wall with a gold decal that says, "True to Atlanta, thanks for coming".
Photography by Katie Bricker Photography
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