MERCEDES-BENZ STADIUM CLUBS
ABOUT THE PROJECT
Mercedes-Benz Stadium set out to provide an iconic, unparalleled fan experience that would get fans off their sofas and into must-see, photogenic destinations. The client sought to offer hospitality-driven clubs with options that would appeal to a variety of demographics, serve as multifunctional alternative revenue streams, and elevate the guest experience. Specifically, the spaces needed to be awesome for game day and also offer the community swank, tailored event space to throw an office Christmas party, host fundraisers, hold weddings and more. The client presented the designers with a challenge of creating the different clubs as immersive, distinct environments that ranged from refined and sophisticated elegance to an edgy and industrial loft aesthetic. Additionally, the quality of the intended detail had to be maintained while working in an adaptive environment with construction time constraints. Another challenge was that most of the club spaces are located under the seating bowl: high to very low, very dark, and with lots of movement. Unique to the project, the design team had to work with the many club sponsors as well as the owner to create immersive brand experiences.
THE CLUBS ARE IMMERSIVE, DISTINCT ENVIRONMENTS THAT RANGE FROM REFINED AND SOPHISTICATED TO EDGY AND INDUSTRIAL
DESIGN GOALS & STRATEGY
Overall, the client was clear that they wanted an iconic building, which set the tone for the entire project inside and out. The designers needed to contribute to a common design goal of re-inventing the guest-experience as progressive, innovative, contemporary. Focusing on the “guest-experience,” the designers employed an overarching hospitality mindset while designing the spaces.
The building, designed by HOK, has origami-inspired wing-shaped forms and recalls a nest shape. The tvsdesign team complemented this in the interior by adapting swank designs to strong angles. Wood is used throughout the premium spaces, evoking the idea of the nest. Hints of red are added throughout in unexpected places for branding. To offset the building’s massive concrete and steel structure, the clubs were planned with luxe furnishings, like oversized seating, rich woods, marble, high-quality fabrics, and sustainable LED lighting that bring warmth and depth. Through VIP arrival lobbies, guests enter the largest clubs into a grand space which features the iconic feather sculpture dramatically soaring down from the ceiling.
Along with that, each of the 20 club level areas, including the Harrah’s Club, the Delta360, the SunTrust and the Mercedes-Benz clubs needed to give guests a refined and luxurious experience filled with unique design attributes and features to contribute to the whole experience. For example, the feather ceiling in this Mercedes-Benz Stadium premium club gives the industrial space interesting texture and depth and serves as a focal wonder for guests. In all clubs, features like a 360-degreee focal piece bar and viewing access to the team player tunnels through floor-to-ceiling windows were created and located in the private dining spaces. The Gullwing Club, design specially for the Owner and located adjacent to the owner Arthur Blanks’ personal skybox, set the precedent for unsurpassed luxury and refined elegance.
The Mercedes-Benz Stadium Premium Clubs offer 20 distinctly outfitted spaces over 100,000 sf complete with luxe furnishings, such as over-sized seating, rich woods, marble and high-quality fabric. Sustainable LED lighting used throughout brings some warmth and depth to all of the concrete and steel that make up the stadium. From the Harrah’s Club to the Gullwing Club, each premium space is unique to its brand ranging from a sophisticated elegance to industrial chic.
Clubs such as the AMG and the SunTrust Club are just two of the private clubs located at field level along each sideline, and between the 45 yard line. They not only feature a VIP entrance and parking, but they have private lounge access, exclusive viewing access to players, best sightlines guaranteed and all-inclusive food and beverage. Harrah’s Club seating, comprised of 6,000 square feet offers all the amenities plus retractable glass overhead doors offering fans unprecedented sightlines- including views of the 360 degree HD video halo board,
Designed to showcase 7,500 club seats and more than 100,000 square feet of space dedicated to climate-controlled club and premium areas, Mercedes-Benz Stadium is setting new standards for luxury, comfort and convenience at every event.