Allianz Field Scores Big on Experiential: Minimizing distractions, maximizing fan experience
Let’s face it, tech CAN be overdone. Ever walked into a space and been blinded by LEDs? Confused by a kiosk? Scared by screens? Yikes! Been there. We all know balance is key however, there’s a lot more to consider when crafting an experience to captivate evolving audiences. Tag along as we applaud Allianz Stadium and share tips on creating a balanced consumer experience.
That’s why when we toured Minnesota FC® ‘s new Allianz Stadium we were pleasantly surprised. Thoughtful planning beautifully blended tech advancements with traditional sporting experiences to, maximizing the fan experience. From analog scoreboards to propel fan engagement to one of the largest “safe standing zones” in MLS, it’s safe to say that the team at Populus, the stadium’s design firm, scored big with this concept.
Thoughtful design and experiential elements also had us cheering for this stadium’s execution. Populus spearheaded the tour while Jeremiah Albrecht, Chandler Creative Director and MPLS SEGD Chairman, facilitated the Chandler team along the way. While the environmental graphics were easy to “OOO” and “AHH” over, there was so much more to the facility’s thoughtful design that truly swept us off our feet. The tasteful (and tasty) nods to local restaurants and breweries, the foolproof execution of open concept, and hyper-intentional yet, balanced branding were just a few of their wins. Our team couldn’t help but note some helpful takeaways for ourselves, when designing stellar solutions, and for our clients, the recipients of the awesomeness.
Three Take-Away’s for Visual Merchants and Store Designers:
1. Less is More
While there were plenty of elements running for “best executed” in this build, the overall crisp and clean design takes the cake. Sightlines were elegantly executed, with virtually no hanging signage visitor eyes are drawn to intentional touch points as opposed to getting lost in intrusive maps, bulky wayfinding, and more. The structural steel was leveraged to provide helpful guidance without invading precious real estate or interrupting the user experience.
Further, we were thrilled with their complementary selections of mesh signage meeting tasteful color-changing lighting lining the stadium’s perimeter. In daylight the design is smooth and seamless but at night, the stadium is a sight to be reckoned with making the field pop to visitors and passersby, alike. Again, the tech is tastefully and sparingly integrated in a way that still packs a purposeful punch!
Lastly, all of the stadium’s railings utilize glass for further improved sightlines of the massive soccer field. A tasteful consideration and an addition to the stadium’s stacked experience-first
2. Break Out of the Industry Mold
First runner-up in Allianz Stadium’s excellent execution was its refreshing take on audience experience, breaking Minnesota FC out of the cut and dry stadium mold. Mirroring an international-inspired soccer experience, Allianz stadium maximized communal spaces. From creating one of the largest standing sections in MLS to creating their smash-hit Brew Hall, there’s no question that the intention of optimizing the guest experience was a forefront goal.
Another apparent feature was the consideration of leveraging tech with the user experience. While there were tasteful elements incorporated sparingly, the over fan feeling is one where tech-y distractions are minimal and a memorable experience is prioritized.
3. Create a Cultural Conglomeration
In a nod to the diverse background of soccer players and fans alike, the food and beverage vendors in Allianz stadium offer a surplus of specializes flairs. From the Portuguese Linguica Sausage to esquites (Mexican Streetcorn), the international cuisine is a sure-fire fan favorite. Not to worry though, there’s still a plethora of traditional ball-park favorites: pizza from NiceSlice, hot dogs from the Hungry Loon, and plenty of popcorn, nachos, and pretzels! And let’s be honest, Minnesota nice means getting neighborly and grabbing a cold one.
Live-streaming situated near select vendors is a portion of the sparingly-integrated tech that was excellently executed.
Searching for Your Experiential Partner?
Search no further, friends. Chandler is packed with experience in designing, manufacturing, and even managing a multitude of experiential ventures. We started experiential before it was cool, creating hands-on features for shows and showrooms to elevate products and enhance brands. Take a peek at an experiential success story and a client that keeps coming back for more here and here.
As a leader in retail design & fabrication, Chandler creates retail store environments for your brand to live in. From custom fixtures to store roll-outs, we deliver quality materials, skilled craftsmanship and attention to detail for leading brands.
Let us share with you more about our project capabilities and services. Contact our Account Management Team by Email or 651.389.5900.