Atlanta Hawks Use Tech-Rich Experience To Showcase Stadium Renovations

A rendering of the renovations to Phillips Area. The Atlanta Hawks lately revealed “The Preview”, a tech-centric tour of the stadium for potential suite and seat consumers.

Branding and design company Hornall Anderson and the Atlanta Hawks have teamed as much as create “The Preview”, an interactive and tech-wealthy gross sales expertise that exhibits off renovations to Philips Area.

The expertise takes guests via 5 rooms, every adorned with visually-pleasing experiences, and closes with “The Pit”, which contains a 3D projection mapping of the stadium shot down from the ceiling on to the bowl under. The visuals are interactive, giving consumers an opportunity to see all of the facilities the stadium has to supply.

“Everybody builds fashions, you realize, with the white buildings and little individuals,” stated Thad Sheely, the COO of the Hawks. “They’re cool however everybody has been constructing fashions since constructing started.

“The staff at Hornall Anderson stated to me: ‘you guys are all about tech, all about immersion. Lets venture onto this kind the world bowl in 3D and you may present seating places and occasions.’ [With this model] we will look beneath the seats to see the membership down under. You’ll be able to’t do stuff like that in a standard mannequin.”

“The Pit” begins out as an eerie glowing pink however involves life when a customer walks by way of the world. Although the Seattle-based mostly design company focuses on creating these gross sales experiences, this was the primary time they changed a mannequin with a 3D projection.

“This was our first time creating one thing like ‘The Pit,’” stated Brandon Waterman, the artistic lead on this undertaking. “A couple of bizarre issues begin occurring if you undertaking on a 3D floor. Regular projections are 2D making an attempt to be 3D, for us we needed to make issues really feel flat first after which we might construct off of that.”

The result’s an interactive and immersive show that gives extra performance than a standard mannequin. Nonetheless, the set up of “The Pit” was tough due to a uniquely Atlanta drawback: “The Preview” sits instantly beneath CNN’s Worldwide Information Desk. This meant loads of time needed to be devoted to acoustic engineering to ensure broadcasts aren’t interrupted.

“Throughout development they might name regularly to close issues down,” Waterman stated. “Once we have been carried out we introduced within the Turner workforce and had them activate all of the mics within the studio. Then we went down and made extra noise than we ever will once more within the middle and it was quieter than it wanted to be. So we will run excursions anytime we would like, however throughout development it was an actual ache within the ass.”

For Hornall Anderson, the aim is to seize Atlanta authentically by going past sports and tapping into the leisure tradition within the metropolis. In line with Sheely, the venue is third in complete attendance for live shows nationwide.

“We all the time stated we need to be basketball first and music all the time,” he stated. “The lights by no means exit in Atlanta. We’ll host forty+ basketball video games and the identical, if no more, live shows.”

“It’s greater than a basketball area, it’s an leisure area,” Waterman added. “We needed to painting each side equally. To do this, we used numerous know-how that we usually wouldn’t. That allowed us to inform a narrative and to match the extent of know-how that might be within the stadium itself.”

A chook’s-eye rendering of the renovated stadium.

Hornall Anderson additionally created the gross sales middle within the Chase Middle, the Golden State Warrior’s new area. However regardless that the Bay Space is a nationwide tech hub, the Atlanta middle is extra tech-targeted. A big a part of the rationale for that’s that Chase is a brand new area whereas Atlanta’s area needed to be renovated.

“We have been overcoming the barrier of renovation as an alternative of constructing,” Waterman stated. “The viewers has been there for 20 years in order that immersion labored in a method that analog couldn’t do. We needed to let individuals know this isn’t the world they knew earlier than. To do this, we needed to enter extra of a risk, creativeness realm. The tech helped us do this.”

The result’s “The Preview” which Sheely – together with his background in actual property – likened to an open home.

“We’re showcasing what that is going to be and are actually pleased with it. We need to share this venue with you and make it an expertise.”