Experience design

NHL Seattle

The Challenge

Building belief.

Built for the 1962 World’s Fair, Seattle Center Arena—like the city itself—has always looked to the future. When the time came for renovation and reimagining, and with an NHL team on the way, we jumped at the chance to rally prospective seat and suite buyers. Success depended on our figuring out how to build a sales experience for a city that cares more deeply about what the arena means than what’s in it for them.

We focused on building belief, rather than selling, with a goal to inspire local audiences by immersing them not only in the arena’s dramatic transformation, but also a compelling vision for the city of Seattle.

The Solution

A place where possibility is real.

An engineering feat will preserve the venue’s hyperbolic roof, a historical landmark, while an entirely new arena is constructed beneath it. So our experience design is not only inspired by Seattle’s forward-looking spirit, but also the iconic roofline. The result is an interactive journey that invites visitors to be part of the legacy of a city—and arena—where “possibility is real.”

A storytelling installation celebrates sports, music and community milestones while letting the NHL Seattle sales team learn about guests’ interests. Along the way, perspective is metaphorically and physically elevated, culminating in a birds-eye view of a projection-mapped arena model. The form, flow and amenities of the venue are highlighted, and details are unveiled as the model’s roof is raised.

Surprising uses of technology are embedded throughout, dichroic film amplifies light from cloudy skies, and layers of wood and glass add dimension. Open and expansive, the preview center reflects the endless vision of the Pacific Northwest.

What Matters

Under one roof.

From firsts and encores to comebacks and upsets, almost 60 years of unforgettable memories have been made under the sloped roof. The new arena will carry it all forward as an international destination hosting 200 days of events and entertainment each year, including concerts and Seattle Storm and NHL games.

The preview center is where it all connects. Honoring a legendary past, laying the foundation for the defining moments to come, and forever bringing the city together—under one roof.

Exterior shot of preview center.
Exterior shot of preview center.
Guests in lobby of preview center.
Guests in lobby of preview center.
Sales associate demonstrating the new arena model inside the preview center.
Sales associate demonstrating the new arena model inside the preview center.
Image showing arena model projection.
Image showing arena model projection.
Guest entering hallway to the future room.
Guest entering hallway to the future room.
Seattle sports and entertainment memorabilia on wall.
Seattle sports and entertainment memorabilia on wall.
Sales associates and guests in closing and suite rooms.
Sales associates and guests in closing and suite rooms.
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