The social setting of a venue is as much of the equation as the event itself, so the design of the physical space really becomes an essential ingredient of their experience. We have to create spaces that become places, each with a distinct personality tuned to the guest. That could range from refined and sophisticated elegance to edgy and industrial loft. In the end we want places with emotional connections that the guests adopts as a reflection of who they are.
At Mercedes-Benz Stadium tvsdesign developed 2 million square feet of hospitality-inspired premium clubs. These 20 distinct spaces are a collection of experiential environments that offer a variety of amenities, different levels of exclusivity and opportunities for social interaction.
Both beautiful and multifunctional, they offer guests a swank tailored event space to watch the game, throw an office Christmas party, host fundraisers, weddings and more. These field level clubs stretch between the 20-yard lines and are reserved for club seat holders in the first 35 rows from the field and feature unprecedented access to on-field patio areas with direct views to the home and visitors’ player benches.
From their private, VIP arrival lobby, guests enter a grand open space featuring an iconic feather sculpture dramatically soaring down from the ceiling to an expansive focal point bar and video wall in the center of the club. These preeminent entertainment destinations are supplemented with smaller intimate bars, upscale food venues, and a variety of open and more intimate seating areas throughout the club for members to enjoy.
Mercedes-Benz Club: The interior décor is appointed with rich woods and dark stones, complimented with brushed metal, warm grays and stitched leathers, evoking a refinement synonymous with the Mercedes-Benz brand. As part of a unique lounge space centered on the home side 50-yard line, fans will sit among select Mercedes vehicles in a physical showroom and will have the opportunity to view the entire vehicle stock via digital interactive display.
Delta Sky360 Club: This club sits along the visiting NFL team sideline opposite the Mercedes Benz Club. While sharing the same interior appointments and on-field patio as its sister, it features its own signature fan experience. Atlanta United and their opposing MLS team enter and leave the field directly through the center of the space.
AMG Lounge: With seats between the 45-yard lines, the private Founder’s Clubs offer executive members an exceptional all-inclusive game-day experience. Accessed through an exclusive entrance within the Mercedes Benz and Delta Sky360 Clubs, members are truly treated to the best-of-the-best, including concierge services, fine dining with the chef on display, a full service 360-degree focal piece bar and viewing access to the team player tunnels through floor-to-ceiling windows located in the private dining space. The interior architecture features a varied collection of intimate lounge seating and dining areas to give each member the ability to maximize and personalize their guest experience. As the Mercedes-Benz family of vehicles is known for ultimate performance and exquisite craftsmanship, the AMG Lounge builds upon its namesake with the introduction of deep blacks, polished metals, tufted leathers, and modern furnishings. The SunTrust Club interior recalls Atlanta’s sophistication and elegance with warm, rich woods, bronze accents, decorative chandeliers and a collection of traditional large scale upholstered furniture.
Gullwing Club: As the private club for the collection of premier suites located adjacent to Arthur Blank’s personal skybox, The Gullwing Club sets the precedent for luxury and refined elegance. The focal point of this two level space is a double-height grand lobby punctuated by a curving marble -clad monumental stair and a sculptural football-shaped chandelier composed of more than 500 glass rods. The rich warmth and sophistication of the club’s interior is defined by soaring planes of dramatic cathedral grained rosewood accentuated by floors and feature walls of Carrara marble. Bar and dining areas are furnished with classic furniture pieces finished with lustrous textures and supple leathers all complemented by a significant portion of the stadium’s impressive art collection which is hung throughout all levels of the space. Mercedes-Benz’ reputation for sophisticated detailing is expressed through fine lines, reveals, and stainless steel accents, recalling the flagship automobile which crossed into the States more than half a century ago.
Harrah’s Cherokee Casino Clubs: Located on Concourse 200, these private clubs are perched above midfield on both the home and visitors’ sidelines and serve the club seats between the 45 yard lines directly outside the club. Conceived as an urban entertainment loft, the interior dining and lounge space combines exposed concrete with dark stained wood plank ceilings, patterned carpet and glazed subway tiles to create a vibrant and more intimate destination tailored to a young professional fan base. Retractable glass overhead doors open to connect the club interior directly with the seating bowl and the on-field action to deliver the guests a unique in-game hospitality experience.
100 Yard Club: This Atlanta Falcons themed area located on Concourse 300 provides diehard fans an amazing 100-yard long public club space dedicated to the fan experience. Designed to put the fan “on the field and in the game,” the yard markers on the floor, overhead Falcons logo and custom hash mark lighting align perfectly with the actual playing field. The columns running through the space become a gallery of larger than life images of current Falcon stars, and include player provided fun facts and inspirational messages to better connect the fan with the team. The club features Red Zone bars on either end of the club, a mix of unique concession offerings, dozens of large screen TVs with live game action, and Falcons branding throughout. The 100 Yard Club is a vibrant and immersive district designed to unite and energize a rabid and loyal fan base in this first of its kind stadium offering.