Activating the concourse within Detroit's newest arena.

At the heart of the District Detroit – a development creating 50 blocks of thriving businesses, parks, restaurants, bars, and event destinations, is the newly constructed Little Caesars Arena. This modern sports and entertainment facility makes strategic use of audiovisual and interactive elements throughout, to elevate the fan experience beyond what’s found at any other arena.

When Little Caesars Arena opened their doors, fans were welcomed at each entrance by unique sponsor activations. Our teams worked alongside the stadium and sponsors to provide these unique multisensory experiences for four of the five entryways. Huntington Bank & Comerica were the two financial sponsors within this space, and each of them built out a branded environment.

In addition to these activations, the team outfit the space with over a dozen LED walls to provide delivery of content that includes promotional materials and live game feeds.

Meijer Entryway

Meijer brought their beloved mascot Sandy, the coin operated horse, into the concourse. This was along with a few other experiential elements – like player mannequin photo opportunity, and trophy cases with hockey memorabilia. Every side of the branded fixture had some type of new content to explore, providing an engaging experience with the brand.

Huntington Bank Entryway 

Huntington Bank combined physical builds like backlit channel lettering, raceway across the ceiling, and a centerpiece kiosk that displayed branded content, with an interactive component that provided fans with a way to explore the brand. The overall space cannot be missed as the glow of Huntington green encapsulates you.

Comerica Bank Entryway 

Comerica took their space and deployed a large technology driven archway for fans to walk through, and around. The outside of the structure contained flush mount LCDs that offered an opportunity for the brand to message their audience. The inside of the archway was outfit with LED up each leg and across the canopy. This interior display offered abstract motion visuals, along with the additional opportunity for brand messaging.

Belfor Storywall 

Belfor deployed Bluewater’s Storywall product, providing an interactive canvas for fans to interact with the brand, learning about it’s offering and history in a self paced experience.

Storywall is an interactive canvas designed for brand storytelling. The product provides a unique canvas to highlight company history, product information, community and cultural efforts, or other brand empowerment stories. All presented in a format equally at home as a self-serve or brand ambassador guided experience.

Attractive call-to-actions slowly move across the screen in colorful floating tiles.  With just a tap, each tile flips over revealing a number of rich media elements. Tiles are easily created and modified using the included web-based content management system.

Concourse LED 

Throughout the concourse Bluewater deployed over a dozen LED walls. Each wall provides a canvas for game feed, sponsor content, other advertisements, and more. The walls vary in size and shape as each was purpose built of the space it lives in.

What we provided: 

  • AV Engineering
  • Custom Millwork
  • Installation
  • Software Development


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