Madison Square Garden is the most famous arena in the world, but the existing Garden experience failed to live up to the mystique. Several new sports and entertainment venues in New York were challenging its historic commercial and psychological dominance. I had the privilege of leading a large multidisciplinary team in branding a multi-year transformational renovation and change both fan and partner perception. 

The initial effort in this undertaking was the design of the Transformation Center—a destination that would present a compelling vision of The Garden after its $500 million renovation.

The Transformation Center narrative is anchored in our overarching brand position of "Defining Moments." The physical experience is very theatrical and highly choreographed, soliciting direct involvement from visitors. Digital interactions provide a personalized experience for those considering a suite purchase or major sponsorship, including an immersive multimedia entry chamber and a virtual reality in-seat experience. We partnered very successfully on the execution of the project with TPG Architecture, the Center's architect of record, with whom we have collaborated on several other New York projects.

Role: Creative Director, Director of Experience Strategy, Hornall Anderson

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