The Lofts environment provides modern loge boxes, club seats, high-top tables, and mini-suites in a space waxed in a historic sense of place.
Many of the heaviest-trafficked arenas come to mind immediately when considering the top venues from around the world. The O2 in London, Madison Square Garden in New York, STAPLES Center in Los Angeles. Those arenas are on almost everyone’s top-ten list.
But don’t forget about Prudential Center in Newark.
According to Billboard, Prudential Center falls within the top-ten global arenas in terms of revenue, grossing $55.1 million dollars in the past 12 months.
The competition for entertainment dollars continues to mount, prompting Prudential Center to push forward with a major reinvention of its Infiniti Suite Level. The refresh project includes a neighborhood-like environment for premium guests called The Lofts, designed to reflect “the speakeasy” of old New Jersey in a bygone era.
A Trip Back in Time
The Lofts will be a 14,560-square-foot premium space with 30-foot-high ceilings. Those dimensions will provide premium guests sweeping views of the arena bowl and stage during New Jersey Devils games and 175-plus annual events hosted at Prudential Center.
“We wanted to create a really social environment that advances in technology to create a more diverse experience than might have been possible in the past.”
– Dan Soleski, ROSSETTI
The project design is contributed by Detroit-based architectural firm ROSSETTI, who recently reimagined space in a similar fashion at Ford Field.
Dan Soleski, Principal at ROSSETTI, says that the reinvention of Prudential Center’s premium areas begins with the idea that New Jersey has a rich history of its own separate from the influence of New York City right across the Hudson River.
“We wanted to give the space a sense of character and history that reflected New Jersey’s importance to the entertainment industry and to give guests a sense that they were taking a nostalgic journey to a classic speakeasy,” says Soleski.
He continues, “We wanted this design to be really different. We wanted to create a really social environment that advances in technology to create a more diverse experience than might have been possible in the past.”
Being a renovation, the design of the new spaces still needed to fit into the context of the building’s existing footprint, while giving guests the feeling that they were being transported to an entirely different world.
“We are using lighting to give each room a unique feeling, and we want that lighting and feeling to change from space to space,” Soleski says.
A Premium Neighborhood
The Lofts will include a room-within-a-room concept that will allow designers to break down the space into more intimate, diverse areas.
“We have created a ‘premium neighborhood’ with The Lofts that allows our members and guests to connect with other members and guests in a really intimate, premium space,” says Natasha Moody, Vice President of Premium Partnerships for Prudential Center and the New Jersey Devils.
She continues, “The reimagining of the Infiniti Suite Level and the creation of The Lofts was inspired by conversations with small- to medium-sized business owners in New Jersey. This modern, open-concept club reflects the ambitious and connected business community in our state. This space will allow our loge and suite holders the chance to really network and forge new connections.”
This desire to create a different experience for a variety of premium guests helped shape the creation of several types of seating and entertainment areas, including loge boxes, club seats, high-top tables, and mini-suites that enable premium customers at all levels to entertain or engage with the spaces in the way that is best for their situation at the time.
In addition to the seating and shared spaces, the premium renovation will also incorporate a heightened tech experience that uses the latest audio-visual technologies to accentuate the design elements that have been used to create a sense of place and history with aged brass and rich tones of wood.
The improved A/V elements will allow the guest experience to be enhanced through video screens that permit high-impact digital engagements while cutting down the need for space to be saturated by an abundance of television screens.
A More Diverse Portfolio
With its status as a top-ten grossing global arena, Prudential Center is excited to bring these new spaces and experiences online and to share its vision with an even wider audience.
“The creation of The Lofts was driven by the success of our event level club – The Platinum Lounge,” says Jason Gonella, Vice President of Premium Partnership Sales for Prudential Center and the New Jersey Devils. “This space will allow us to attract an even wider array of business types and sizes.”
For more premium seating and design best practices, join us at the 29th Annual ALSD Conference and Tradeshow in Chicago on June 30th – July 3rd, 2019. Early Bird Registration ends November 16th.