Re-envisioning the Fan Experience at Ford Field
The $100M Ford Field Renovation Project is a comprehensive re-envisioning of the fan experience throughout the stadium. As the architects of the original stadium in 2002, The Detroit Lions partnered with ROSSETTI to upgrade their hospitality spaces in order to align with the changing local marketplace and demographics, as well as better utilize space within the stadium. A total of 210,000 square feet of space, ranging from large social clubs to suites and loges, was renovated in place or completely reconfigured just in time to kick off the 2017 football season.
The design concept strengthens the Lion’s brand, football legacy, and history in Detroit. Design inspiration is taken from the “Nothing Stops Detroit” slogan to highlight the grit, determination, and history of both the Lions and the city. The design themes are expressed through layering the team’s colors and graphics, as well as textures, furniture, finishes, and curated displays that will be constructed by local craftsman and artisans.
SOUTH SIDE RENOVATION
The South side area celebrates Detroit’s tradition and takes its cues for the original Hudson’s warehouse. The design aesthetic maintains this important history and is elevated to include a greater brand presence through graphics, lighting and team colors. The furnishings and finishes reflect a modern aesthetic while blending with existing elements.
NORTH SIDE RENOVATION
The design aesthetic of the North side is influenced by auto industry styling and mid-century modern. Clubs will have volumes of space to encourage mobility, socializing and viewing in a variety of seating options. For the first time since the stadium was built, the North side will have a full kitchen creating more opportunities for corporate events.
This project renovated in place the existing suites on the north (level 5) and south (levels 3-6) sides of the stadium. The Club levels on the north and south sides (level 3) were renovated and reconfigured to update the amenities available to club seat holders. A number of new concessions were added throughout the clubs to better serve the updated premium spaces with freshly prepared food options from a variety of indigenous Detroit establishments.
The suites were renovated according to two levels of finishes, which are identified as the Red Zone suites and the 20’s suites. All suites will have a distinctly Detroit aesthetic through the use of materials that blend the Lions brand with its hometown of Detroit. Each suite type received expressive lighting including Detroit-crafted chandeliers along with three integral induction heating units and new premium refrigeration.
The Red Zone Suites replaced existing suites through the use of natural materials, such as stone, luxury fabrics and Detroit steel. Leading edge audio-visual technology was incorporated as standard equipment which includes interactive tablets that allow for ordering merchandise, food, and service.
The Lounge hovers five levels above the field on the North side of the stadium, and is intended to be a fresh, youthful experience, and is open to all fans. The edge of the club is lined with lounge-type seating to encourage socializing and movement while taking advantage of the open view of the field
PLANTE MORAN TERRACE SUITES
Social and communal gathering is the hallmark for this unique club on the north suite level. At its core are the 12 theater box-style mini-suites that a small group of 10 people can come together and watch the game but still have the option of gathering in a club-like environment directly outside of their suite.
The Grid-Iron Club capitalizes on Detroit’s growing culinary recognition and the social scene that parallels it. Food takes center stage at this club, by the addition of four new Detroit-centric concessions manned by the Detroit’s hottest new culinary sensations.
This new bar will memorialize the special and unique Lions moments that have been captured in the memories by the NFL’s most loyal and die-hard fans; the Detroit Lion Fan. The bar’s classic design is inspired by all the old-school drinking holes that lined the Detroit streets around the Lions first home, Briggs Stadium.
THE SOUTH CLUB
The new South Club was created by transforming several suites into a club with open volumes of space. Fans now have expansive views onto the field with many opportunities for movement around the space while socializing and viewing.
Twelve loge boxes are a brand new concept, featuring large, comfortable seats and in-seat food and beverage service.