As an official sponsor of the NFL, Hyundai Motor America wanted to bring a fun, pressure-free fan experience to Super Bowl Live, a 9-day free-to-public fan village leading up to the big game. Advantage, Hyundai’s experiential agency, turned to ASV to concept, design and fabricate a 50’ x 50’ activation space reflective of the automotive brand’s innovative design, advanced technology and dynamic performance.
Amplifying Hyundai’s modern-premium aesthetic, ASV designed a 30’x50’ fully enclosed custom structure with an extended 20’x50’ open area deck to create a warm, approachable and inviting space. An interior open floor plan with a 12’ – 14’ high slanted ceiling, textured wood flooring and 10’ high “peak-a-boo” windows reflected Hyundai’s “richness in simplicity” core attribute. A backdrop for their featured vehicle line-up, large-profile graphics shared Hyundai’s story of innovation while further reinforcing the brand’s partnership with the NFL and their fans. Backlit dimensional logos positioned above the entrance and on both sides promoted Hyundai’s space far and wide, night and day.
Nearly 25,000 fans interacted with the brand’s featured vehicles and activity engagements within the space over the course of nine days. Withstanding fluctuating outdoor temperatures and high foot traffic, ASV’s design and custom fabrication elements held strong and resonated perfectly with the passionate NFL fans.
