THE NFL EXPERIENCE
Thinkwell Group tapped our Media & Technology division to help them create a premium immersive experience for NFL fans at Discovery Place in Times Square. A first-of-its-kind interactive and immersive attraction, the NFL Experience brings fans closer than ever to the sport and their favorite teams. Multiple interactive technologies were used to create two separate experiences. Suit Up puts you in the uniform of your favorite NFL team, while Quarterback Challenge tests your throwing skills to see how you stack up against your favorite quarterback.
Our strategy was to leverage the most advanced technology available, alongside custom software and content to create a rich, engaging fan experience while remaining authentic to the brand aesthetics of the NFL. Each interactive required the hardware and equipment to be seamlessly integrated into the environment, and durable enough to stand up to heavy use and flying footballs!
Working from a design narrative provided by Thinkwell, Bridgewater developed the technology and sourced and specified all the equipment needed for the two interactives. Our team also created all the digital content, soundscapes, and coordinated lighting effects. Finally, we designed the technology to integrate seamlessly into the environment so it would be invisible to guests.
We produced and installed the elements of both immersive experiences and designed our show control systems to fully integrate with other experiences in the space. In fact, we had to create a second, temporary shop in NYC to ensure we’d have the necessary equipment and supplies on hand since getting specialized equipment into bustling Times Square is no easy task!
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