Setting the Stage
Every year, the NFL trusts GMR to transform an entire city for the Super Bowl.
Connected Activations
Purposeful Partnerships
Behavioral Intelligence
Experience Design
WE FRAME THE GAME.
The entire city is our playing field.
The Super Bowl is the culmination of a season’s worth of hustle and heart—for the players, league and countless fans. Every year, GMR brings our a-game to elevate the host city to the championship level.
the story we made
From the streets to the airport to the convention center and beyond, we blanketed Phoenix with over a million square feet of custom graphics.
Our biggest canvas? The stadium itself. GMR brought Super Bowl magic to the playing field, concourse, locker rooms—and the entire west side of the stadium exterior.
We turned the stadium entryways—where fans typically wait in line—into canyons that evoked the Arizona landscape.
NFL HOUSE raised the bar for high-end hospitality starting in 2012—and it’s still the go-to destination for team owners, coaches, sponsors and other top VIPs.
HOW WE BUILT IT
Football meets Phoenix
Every year, GMR builds an event design system at the intersection of two cultures: NFL and the Super Bowl host city.
HOW WE BUILT IT
Designed entirely in-house
Our in-house studio created, curated and operated every aspect of the NFL HOUSE—from initial concepts and design down to the forks on the table.
THE RESULTS
Over 1 million
square feet of graphics installed
1000+
unique designs created
20+
different environments executed
90%
of NFL HOUSE custom builds, furniture and artwork were repurposed post-program
The NFL has trusted GMR with the Super Bowl for over a decade.
VIEW CAPABILITIES
Cultural fluency
Brand identity design & strategy
Graphic design
Environmental design
3D rendering
Event tracking & analytics
Integrated marketing solutions
Data capture
Hospitality marketing
Experiential fabrication & consulting
On-site installation & support
Venue management
Event logistics
Training
And many more
Nissan | Heisman House