NHL All-Star Weekend, Bridgestone Arena, 2016

NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
NHL All-Star Game, 2016
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NHL All-Star Game, 2016

Music City Takeover

For the fifth year in a row Infinite Scale, in partnership with the NHL creative service department, designed the look + feel of the 2016 NHL All-Star Game. This marked the first time Nashville hosted the NHL All-Star weekend, which took place at Bridgestone Arena. With a new 3v3 game format adding to the excitement, Infinite Scale brought a unique look that differed from any other NHL event. 

Since Nashville is a mecca for country music, Infinite Scale focused on bringing the vibe of Music City to the look and décor of this event. Inspiration for the graphics came from old school country music posters and letterpress techniques that create half tone patterns. Unveiled for the first time at the NHL All-Star Weekend were 34 steel-framed dimensional hockey pucks that lined the streets of downtown Nashville. The pucks, designed by Infinite Scale, are six feet tall with machined edges to match the texture of official NHL game pucks. For this event, players voted in by the fans were represented on the pucks with All-Star game branding, the player’s name and the player’s team. At 5 PM each night internal lights center-illuminated the graphics creating an additional experience and interaction opportunity for fans. 

From the 92’ marquee banner on the exterior of Music City Center, to the bowl at Bridgestone Arena, to the pucks lining the streets of Music City, the 2016 NHL All-Star Game debuted a unique look that’s representative of Nashville’s culture while uniting hockey fans in a new and exciting environment.

6ft Tall

Dimensional Pucks

3v3

Game Format

Nashville

Tennessee

9 Venues

Of Event Branding

SERVICES PROVIDED

Brand Activation

  • Brand Strategy

Environmental Graphics

  • Look + Decor