The NFL Entertainment HQ
A new, state-of-the-art live media studio & production hub for the NFL– housing the NFL's year-round content engine across NFL Network, NFL+, Digital Media, and more.
Client: NFL
Architecture: Gensler
Creative Direction: Dane Storrusten, Bill McCullough
Lead Producer: Jessica Tedder
Art Direction: Justin Wright, Carlos Aguero, Chloe Booher, Darryl Mar
Design Contributors: NFL Creative , Jack Morton
Design Contributors: NFL Creative , Jack Morton
Production Contributors: MGAC, Art Crafters LA, Metropolitan West
"My team and I were called on to provide a new identity and creative vision for a branded environment that represented the creation, storytelling, and gravitas of the NFL's media hub."
-Dane Storrusten
Takes a Village
A once-in-a-lifetime collaboration with Gensler to build the ultimate NFL creator space and production hub for the 32 clubs, centered in Hollywood Park neighboring SoFi Stadium. All during a pandemic.
First Impressions.
We wanted walking through the main lobby to feel like you've entered the true home of the NFL. An engraved steel NFL shield, custom on-field helmets & accessories, fans embedded in the fabric of the walls, a 25 ft curved LED for weekly content, and a custom Corian polished desk.
Creators & Gamechangers
A 900 ft mural of the NFL's greatest characters & gamechangers depicted through the eyes of 21 accomplished artists from all around the globe.
The Thoroughfare
We designed a common space with goal of it being a center of gravity for creativity and connection. Almost every employee passes by including production crews, talent, executive leadership, and more.
Sets & Stages
The new creator studio of the NFL comes equipped with 4 stages/sets that have built-in flexibility to hold a dozen shows, from Primetime to casual.
Conference Rooms
Our conference rooms were one of the premiere opportunities to display some personality, from the name to visual experience. Each floor represents a unique theme, including epic game moments, famous play calls, player positions, and notable football moves made famous by legends.
In the Details
We spent as much time thinking about the nuances & details as we did the main attractions. From playbook-inspired splash tiles and custom privacy film, to nametags and storage lockers. No stone was unturned.
