Red Hot.
Created as an extension of the grocery’s brand within the recently renovated Arrowhead stadium, the “Hotzone” ran concurrently with “Hot Deals!” marketing campaign at the time and was a destination spot within the arena. HyVee wanted an interactive, flex space that took center stage while the game was not in play. This included pre/post game shows, mini concerts, giveaways and vender marketing. As lead on this project, I helped conceptualize this environment all the way from graphics to lighting. We even worked overhead heaters into their concourse area,
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providing warmth during the cold weather Football games and underscoring the marketing message and title of the space. Another aspect of the design that really pushed the in-store traffic was the Airstream Suite. This raffled reward for loyal customers sat on an elevated platform within the concourse and was renovated and adapted as the ideal in game time tailgating! Needless to say, the space and the campaign were a success and HyVee welcomed updates and refreshes to the tech and features the following season!
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