Mercedes-Benz Stadium

Clubs + Suites

Dimensional Innovations played a vital role across the stadium’s 6 unique clubs and 18 sponsored bars. By setting a new standard for luxury, comfort, and convenience, DI influenced overall fan experience.

DI’s largest involvement took place under the brand umbrella of Mercedes-Benz. The challenge was to differentiate each of their spaces—the Mercedes-Benz Club, the AMG Lounge, and the Gullwing Club—through aesthetics and finishes specific to each sub-brand.

The Mercedes-Benz Club is located at field-level behind the home team bench featuring unprecedented access to on-field patio areas, lounge seating, and bars and restaurants. The AMG Lounge seats up to 150 executive members and guarantees fans the best sightlines in the new stadium. The most exclusive of the three clubs is the Mercedes-Benz Gullwing Club. Connected to twenty suites, owners have an all-inclusive experience within this high-luxury environment.

…the Hy-Vee Hot Zone is a memorable experience because of some of the elements that were implemented for the first time; such as the use of the fire in the stage and signage, the Airstream, and the heavy use of technology in the space.

Daniel Willrich, AIA, Asst. Director, Store Architecture Hy-Vee, inc

Other sponsored clubs created with DI’s involvement include: 100-Yard Club, The SunTrust Club (sponsored by Delta), Delta Sky360 Club, and Harrah’s Cherokee Valley River Club.

From concept to fabrication, Dimensional Innovations, in partnership with tvsdesign, delivered a holistic balance between the overall aesthetic and individual brand appeal throughout environmental design process.

Interested in learning more about DI’s work on Mercedes-Benz Stadium? Check out the Sponsor Activations.