Dynamic New Team Stores at Mercedes Benz Stadium Atlanta

Digital Transformation, Flexible Product Presentation, Interactive Fan Experience, and Customization.

The Mercedes Benz Stadium in Atlanta is one of the USA's newest state-of-the-art stadiums. Therefore, they were looking to expand its cutting-edge approach to expand its retail throughout the stadium during the game day while also being able to change quickly between its NFL Falcons team product operationally and its MLS Atlanta United team product while being able to offer customized jerseys and elevate the fan experience.

We did a thorough retail audit and interviews with the team to understand how we can elevate the current retail spaces and expand to other stadium areas to expand the offering during game day at different stadium areas.

Three areas of concentration were Digital Transformation, Dynamic Product Presentation, and Interactive Fan Experience.

Through Digital transformation, we explored ways to quickly re-brand the space between the Falcons and the Atlanta United Team Brands. I was looking at ways to swiftly change LED digital windows, digital banners, digital branded signage elements, and digital comms and video walls to quickly alter the brand messaging and storytelling for the teams.

Through Dynamic Product Presentation, we looked at how we can quickly move to change out products between teams thru flippable fixtures, enhanced fixture blocking, and creating mannequin impact and product destinations to improve each team's storytelling and product offerings while maximizing capacity for game day demands.

Through Interactive Experiences, we looked at ways to interact in real-time with the fans during the game day to meet the high capacity and short-time demand. For example, we developed methods to customize kiosks and pick them up at locations end of the game. In addition, we were creating digital touchscreen monitors to explore products, virtual try-on, and options to purchase and have products shipped to home, offering photo-op sharable moments and specific locations throughout the stadium.

Due to the pandemic, the project was put on hold, but I'm happy to hear that they have started implementing and phasing in some of the developed concepts.