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, will be renovated in place or completely reconfigured with the goal of overall completion by August, 2017.
The design concept will strengthen 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 will 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.
The project will renovate 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) will be renovated and reconfigured to update the amenities available to club seat holders. A number of new concessions will be dispersed throughout the clubs to better serve the updated premium spaces with freshly prepared food options from a variety of indigenous Detroit establishments.
The suites will be 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 will receive expressive lighting including Detroit-crafted chandeliers along with three integral induction heating units and new premium refrigeration.
The Red Zone Suites will refresh existing suites through the use of natural materials, such as stone, luxury fabrics and Detroit steel. Leading edge audio-visual technology will be incorporated as standard equipment, including interactive tablets that allow for ordering merchandise, food, and service.
The 20’s Suites will build upon Red Zone finishes to further elevate the premium experience through the use of end-grain wood flooring, ceramic dinnerware and glassware, and a larger audio-video offering.
THE SOUTH CLUB