The kick is up… and it’s good! When it comes to the Super Bowl, excitement isn’t limited to the stadium – it permeates the whole city leading up to the ultimate football face off. The Eagles and Patriots fans were all in for Super Bowl LII, and this was evident across Minneapolis, from the city streets to the NFL headquarters.
The NFL commissioned bluemedia, as part of our décor contract, to build buzz and increase excitement around their Super Bowl LII headquarter hotel downtown, the Hyatt Regency. With the help of our partners at GMR Marketing, we created a building projection on both the exterior and interior of the hotel that incorporated the host city’s theme and stayed true to the tradition of the big game.
On the exterior of the hotel, bluemedia projected the Northern Lights to keep with Minneapolis’ “Bold North” theme. The grand illumination of the Northern Lights stood 180 feet tall and 145 feet wide on the side of the building – just blocks away from U.S. Bank Stadium. The beautiful colors and bold lights certainly captured the attention of fans around the area as they ran from 5 p.m. to 1 a.m. leading up to Super Bowl LII.
Inside the hotel, bluemedia brought the Vince Lombardi trophy to life with video mapping. In the lobby above a fireplace, our team projected a bright trophy image on a die-cut vinyl that was 21 feet high and 8 feet wide. It featured changing colors, patterns and shadows to catch the eye of everyone going in and out of the NFL headquarter hotel. The impressive projection ran 24 hours a day leading up to the Super Bowl.
The bluemedia team used 31,000 lumen laser projectors to implement both concepts – the Northern Lights exterior projection used eight, while the Vince Lombardi trophy used two. It took bluemedia a total of three days to install them. Once each building projection was up and running, the reactions were immediate! Fans and NFL officials alike were blown away by the Northern Lights and the giant Vince Lombardi trophy, and bluemedia’s work brought a whole new element of anticipation to the host city’s hype!
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