NFL House LX
2026
Client
National Football League
Type
Event Hospitality
Location
SHACK 15, Ferry Building, SF
Concept
San Francisco is a place for dreamers, historically various cultures intersected and led different types of industries at the bleeding edge. Layered History, Layered Cultures, and Layered Dreams are what constantly shape the city. We focused on those values and visually transformed these characteristics with custom graphics, builds, furniture, and decors.
Challenges
SHACK 15 is the venue we took over. It is a premier co-working space and community venue, spanning approximately 46,000-51,000 square ft with a high ceiling and white wall. It felt like a massive white canvas that we need to design from scratch.
Solutions
A sequence of space with stories was the starting point of our design. Our first impression was inspired by the foggy ocean which all the past dreamers first saw when they arrived in SF. As you go deeper into the space, we focused more on the cultures that make SF, such as music, architecture, and nature.
Creative Plan
For the very first moment that guests experienced, we used a color gradient as a guide for graphic theme, lighting, and furniture arrangement. This helped create a natural transition from the entrance towards the Atrium’s main bar.
After the Entrance & Atrium, there were 3 more spaces. We established different themes in each room where guests were able to immerse themselves in various characteristics of San Francisco. SF is the western epicenter of cultural mix, which is why we intentionally developed these themes to showcase two motifs in each room.
We also built at least 1 customized structure to elevate the event specialized for NFL. We brought bars, walls with art pieces, and large-size framed art to create a more immersive NFL experience.
3D Visualizations
