NBA All-Star Game, AT&T Stadium, 2010

AT&T Stadium
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AT&T Stadium

Going Bigger in Texas

With the stage for the 2010 NBA All-Star Game set for Cowboys Stadium (now AT&T Stadium), in the heart of Arlington, Texas, it was clear this was not going to be your average All-Star Game. It was the first time in decades that the event would be held in Arlington, the brand-new stadium was one of the biggest NFL arenas in the country, and it was held in Texas, a state with three NBA teams and a big appetite for sport. Infinite Scale approached this project considering the size of the stadium, the athlete-centric focus of the event, and local culture and landscape. The result was a design package with larger-than-life players set in arid and foreboding conceptual landscapes, adorning everything from the airport to the city streets and hotels to the massive Stadium itself.

With massive graphics driving over 108,000 fans to and through the event, the design achieved a size and scope worthy of the most-attended All-Star Game of all time.

108,713

Record Attendance

591

Signs and Graphics

SERVICES PROVIDED

Brand Activation

  • Brand Strategy
  • Venue Theme

Environmental Graphics

  • Team + Venue Integration
  • Look + Decor

Partner Integration

  • Sponsor Activation