Experience Design

THE CHALLENGE

Sell an idea, a dream, endless possibilities.

Philips Arena is not only where Atlantans go to see a game or sold-out show—it’s a hub for a great night out. It already had the perfect location. What it needed was a refresh.

A total arena renovation meant appealing to at diverse and vibrant crowd. They needed a big, bold, unifying vision to show the future of their downtown arena is more than bright. It’s the best sports and live entertainment venue in the South, 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 Preview” 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.

Agency: Hornall Anderson

CD: Brandon Waterman

Senior Copywriter: Dennie Wendt