47 – SUPER BOWL LI – NFL SHOP ACTIVATION by Dave Bates, Houston – Texas

February 6th, 2017 by retail design blog

On February 5th, Houston will host football’s premier event, Super Bowl LI. It’s fitting that a lively metropolis known for innovation in outer space (NASA) would host otherworldly athletic talent –– there to chase the reward of a season-long (or lifelong) journey to that moment. But the journey to SB51 isn’t just about the players; it’s also about the fans that compile their own series of moments along the way. Moments at times measurable in attendance, mileage, tailgates, hot dogs, high-fives.

At ’47, we watch each NFL season closely, rooting for our favorite teams while conjuring up innovative new designs that commemorate the main event. Moments that are measured in sketches, stitches, samples, and more high-fives. The hope is that these moments result in some sort of reward –– one that will only get sweeter with each challenge to reach it. For Super Bowl LI, we’re celebrating this balance.

Our ’47 Super Bowl LI Premium Collection embodies the duality of work-hard tech detail and play-hard fashion fabrics. The Journey aesthetic features our innovative new Tre-Knit fabric –– 100% polyester material engineered with a three-thread weaving technique, giving it a soft, durable and aerated stretch. The Reward aesthetic features our new Premio Woven material –– made from imported Italian threads, and manufactured by Avery Dennison in the U.S. to produce a high definition pattern.

’47 at the NFL Shop was designed with the duality of journey and reward, along with the aesthetics of the Super Bowl LI product in mind. Visitors to the space would approach a hall of archways that led to premium prizes (Bose Headphones, Microsoft Surfaces, or a VIP trip to an opening day NFL game of the winner’s choice).

By staying directly on the path, the message ENJOY THE JOURNEY | REAP THE REWARD comes into view. If the guest veers away, the focus is lost and the message can no longer be seen. To get visitors interacting with the space, we asked them to share their own journey stories (end zone dance –– optional) and post to a social channel using #47FanJourney. Each participant was granted a unique code to potentially open the reward lockers.

Designed by Dave Bates
Photography by Stephen Hebert

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