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The Palace of Auburn Hills

game changing hospitality design

ROSSETTI and The Palace created a sensation with game changing hospitality design two decades ago, which revolutionized the economics of the sports industry. The firm continues to assist with the evolution of the facility to maintain an outstanding fan experience. Its Return on DesignTM approach identifies smart investment upgrades that meet the needs of fans and sponsors while generating an ROI of 3-5 years. 

For The Palace’s 10th anniversary, ROSSETTI designed a $15 million addition, featuring retail and fan attractions. Eight years later, ROSSETTI designed the 60,000 SF North Entry Addition. The space includes a food court, upscale restaurants, clubs and suites.

In 2011, when Platinum Equity assumed ownership of the team and arena, ROSSETTI was retained to rebrand the facility from top to bottom. ROSSETTI developed a new identity that meshed Platinum Equity with the Pistons. Beginning with the West Lobby entrance, ROSSETTI dialed up the approach experience with video boards and LED lighting. Clubs were transformed into social experiences, and concourses were streamlined with a spare palette to highlight venue sponsors. The Piston’s locker room and “Walk of Fame” showcase team history using bold graphics, and the players’ lounge is the first in the industry.