Stage Designs

For Super Bowl weekend, DirecTV celebrated the 25th season of the N.F.L. Sunday Ticket streaming platform with a hospitality space for meet-and-greets with athletes and private events for subscribers. The lounge, which was produced and designed by Best Events, featured walls of gold footballs as a stage backdrop.

Keeping with the high school football game theme, a photo op invited attendees to pose on bleachers with posters cheering on the faux team.

The experience also showcased an updated Museum of Meme gallery, which first launched in 2018 for the inaugural BET Social Awards. Comedic, social-media friendly exhibits included an “Is This Your King?” wall inspired by the film Black Panther.

The brand commissioned Janice Rago and Eric Nine, two Atlanta-based artists, to create music-theme murals for the event, which incorporated the Pepsi globe.

Inside the pop-up, guests could enjoy Italian dishes from chef Dino Gatto at old-fashioned dining tables one would find at Rao’s. Jars of Rao’s marinara sauce were used as centerpiece lamps, while framed photos on the walls recreated the restaurant’s interior.

Bridgestone, the official tire of the N.F.L., activated at the Super Bowl for the 12th consecutive year. At the Super Bowl Experience, which was held at the Georgia World Congress Center, the brand invited guests to test their football skills while learning about specific tires. Bridgestone partnered with Marketing Werks for all of its activations.

Football fans could test their throwing arms at a Tic-Tac-Tire toss game.

Sponsor Crown Royal invited guests to give back with an activation highlighting the Canadian whiskey brand’s Purple Bag Project, which sends care packages to soldiers. Guests were invited to put various goodies in branded purple bags and drop them in a custom mailbox. The activation was produced and designed by Rose Gold Collective.