Fresh off of its unique brand environment work for Modelo and Corona, ER2 Image Group has completed another landmark for the United Center, this one being visible almost as soon as you walk into the United Center for a game or concert.
Make your way to the Michael Jordan statue and just off to the side of the gigantic glass atrium on the main 100-level concourse, you’re greeted by our newest creation, a sportsbook for FanDuel. The two-story FanDuel Sportsbook experience enables every passionate fan to watch live Chicago sports while attending events in the United Center and wagering on various sports.
Partnering With HOK And McHugh Construction
ER2’s most recent environmental graphics project for FanDuel displays how the company works closely with architecture and design firms as well as construction firms. For the 6-month project, ER2 Image Group partnered with global design and architecture firm HOK, general contractor McHugh Construction and, of course, the team from FanDuel, to ensure what was on paper was brought to life in stunning detail.
Building An Impression Literally From The Ground Up
Unlike many other projects, ER2 wasn’t transforming a new space. It was creating an atmosphere out of nothing and starting from scratch for FanDuel as it was a brand-new space that did not exist before.
Until that point in time, the vacant space to be used was a storage area consisting of two floors above each other that had since been cleared out.
Upping The Ante On The Way To The Finish
Even when a renowned architect and designer such as HOK has a package fully completed as far as the designs they’ve specified, alterations can occur between the initial concept and the finished product.
In the case of the FanDuel Sportsbook project, what was initially designed to be a digital print on wallpaper in one of the corridors evolved into an enormous panel wall with lit signage. Extra acrylic touches and additional logos were added to provide visual balance to the area.
As Patrick Moore, Sr. Account Executive at ER2 Image Group explains,
“Once Jason Dillas (VP of Applied Surfaces, a division of ER2) and I made samples of the wall, we had an idea to give the wall some amazing dimension. We wound up doing inch-deep slats, along with ¾” lettering inside them, to give the whole wall a little more depth and a cooler feel overall.”
If you want to see some of ER2’s best work in a stadium environment, spend quality time at the FanDuel Sportsbook inside the United Center. Besides being a terrific way to watch and wager on your favorite sports, there may be no better example of our synergy with architects, designers, construction companies and brand managers. Then shoot us a note at Sales@ER2ImageGroup.com to talk about how we can bring our team and partners to your next project.
