Golden State Warriors @ Chase Center
How can we help a community raise funds and get psyched for the next NBA dynasty?
Greatness in Common.
Client: Golden State Warriors (2017)
Agency: Hornall Anderson
Project Type: Sales Center Experience
Overview:
The NBA's Golden State Warriors relocated to a new world-class arena and entertainment district called Chase Center in San Francisco. Opened in March 2017, the sales center is an immersive, choreographed experience intended to help raise over $1.4B in private funding through sponsorships and seat/suite sales. Within eight weeks of opening, over 80% of available suites were sold. While at Hornall Anderson, I lead the creative strategy and design development of the entire experience, inclusive of space design, oversight of original content and digital media creation, and overall brand design look and feel.
Responsibilities:
Pitch, proposals and business development
Overall project owner, 3D-design lead, prototyping
Creative direction and concept ideation
Executive and core-team presentations
Resourcing and project management
Coordination with architects, branding, and vendor agencies
Experience Strategy and Design Concept
Arrival: Visitors are welcomed by VIP hospitality, customized welcome screen, and championship trophy case where they meet their host.
Arrival: Visitors are welcomed by VIP hospitality, customized welcome screen, and championship trophy case where they meet their host.
Transition: A "palette cleanser" space intended to create intrigue and suspense. Visitors are exposed to lenticular imagery and sounds of forthcoming entertainers and events
Immersion: A dramatic black-box theater-like setting with custom anthem video to introduce and excite visitors
Upon video ending, a custom designed acoustic wall partially opens to allow guests to pass-thru
Event mode: The custom wall can also fully retract for game nights, parties, or large group events
The District: Upon exiting the theater, visitors are introduced to a large-scale mixed-media depiction of the neighborhood. A mixture of dynamic video and projected content bring the wall to life and showcase amenities in the neighborhood
Inception: A scale model of the arena sits on a rotating "lazy-suzan" base with synchronized digital content on the screen array backdrop
The Arena: Integrated lighting illuminates (11) different seating products, and highlights views and details on the screen array controlled by a tablet interface
Touch-screen monitors enable visitors to navigate amenities and offerings
Championship wall: Before continuing on to view full-size suite mock-ups, visitors encounter a display of championship banners and rings
Try it on! - To add a touch of delight, hosts can use a secret magnetic key to unlock the acrylic bonnet and allow visitors to try on the real diamond encrusted championship ring
Lite Brite map: Once visitor purchase a seat or suite, they insert their acrylic peg into the giant seat map wall to commemorate the occasion
Purchasers get to plug their seat in the wall, and digital counters track progress