Little Caesars Arena, a state-of-the-art sports and entertainment venue in the heart of The District Detroit, continues to set the benchmark for immersive fan experiences. As home to the Detroit Red Wings and Detroit Pistons, the arena welcomes thousands of fans and event-goers year-round.
To keep the experience fresh and engaging, the concourse activations have evolved over time—introducing new technologies, updated sponsor integrations, and interactive moments designed to deepen fan connection.
Bluewater partnered with the arena and its sponsors to continuously design, develop, and deploy audiovisual and interactive solutions that transform high-traffic entryways into dynamic brand environments.
Meijer Entryway
Meijer brought their beloved mascot Sandy, the coin-operated horse, into the concourse alongside additional experiential elements such as a player mannequin photo opportunity and trophy cases filled with hockey memorabilia. Each side of the activation offers new content to explore, creating a multi-dimensional and engaging brand experience for fans of all ages.
Partnership LED Display
Positioned prominently above the main concourse walkway, this large-format LED display serves as a high-visibility platform for showcasing brand partnerships and collaborative moments.
The screen features bold, dynamic content—including partner highlights, branded visuals, and scannable QR integrations—designed to capture attention as fans move throughout the space. Its elevated placement ensures maximum exposure, naturally drawing the eye without interrupting foot traffic.
By combining motion-driven graphics with clear, impactful messaging, the display reinforces key partnerships while creating an engaging visual anchor within the concourse. This installation exemplifies how strategic digital placements can amplify brand presence at scale within a live event environment.
Comerica Selfie Station
Replacing the original Comerica archway, the new Comerica Selfie Station introduces a more direct, fan-focused interactive experience. This activation encourages guests to capture and share their visit, seamlessly blending brand visibility with social engagement.
Designed with integrated digital displays and camera functionality, the station creates a high-traffic moment for user-generated content while reinforcing Comerica’s presence within the arena.
Coca-Cola AR Experience
The Coca-Cola activation introduces an augmented reality (AR) experience, offering fans an immersive and tech-forward way to engage with the brand.
Through interactive AR moments, guests can trigger digital content layered into the physical environment—creating shareable, memorable experiences that extend beyond the concourse. This activation highlights the growing role of emerging technology in live event spaces and enhances fan participation in a unique and personalized way.
Concourse LED Network
Throughout the concourse, Bluewater has deployed an extensive network of LED displays, including key locations such as the Via Bar LED, Goose Island LED, and sectional displays.
These displays serve as a dynamic content ecosystem—featuring live game feeds, sponsor messaging, branded content, and motion graphics. Each installation is customized to its environment, ensuring maximum visibility and impact within the space.
Results
Through ongoing innovation and strategic updates, Little Caesars Arena continues to deliver an immersive, multi-sensory fan experience from the moment guests enter the venue.
Updated sponsor activations—like the Coca-Cola AR experience and Comerica Selfie Station—enhance interactivity and encourage social sharing, while the evolving LED network ensures dynamic, real-time content delivery across the concourse.
With Bluewater’s expertise in AV integration, custom fabrication, and software development, the arena remains a leader in experiential design—continuously redefining what’s possible in sports and entertainment environments.
