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Gillette Stadium Player Tunnel Experience

Energy. Motion. Purpose. It’s the first sight for players leaving the locker room, so we wanted it to be special.

The result is an impactful, energizing new tradition uniting fans and players.

DI Executive Creative Director, Randall Statler

Gillette Stadium is taking gameday to the next level – and DI had the opportunity to join in on the hype. In an effort to elevate the Player Tunnel Experience and create a closer connection with passionate fans, stadium stakeholders enlisted our help to bring the 130-foot-long runway to life.

Early in the conceptual process, DI used high-fidelity animated and static renders (like the one directly below) to communicate not only the vision of the space but the idea of the "Ignite" – the metaphor used to illustrate the spark from a Revolutionary War cannon.

180

Total number of Traxon lights in tunnel ceiling

9

Number of unique light-show presets

 


The newly updated Player Tunnel channels the New England Patriots’ iconic branding to create a high-energy experience as players exit directly out of the locker room, walk through the corridor and run onto the field. Six rows of Traxon lights line the tunnel’s ceiling, representing the franchise’s six championship rings. Our team created nine light-show presets for the launch of the season, eight of which move in unique red, white and blue-toned themes. Stadium staff can control the lights and change presets in real time with a click of a button. 


The Player Tunnel Experience is also used for New England Revolution home games, as the two professional teams share brand colors. DI designed and installed double-sided, interchangeable banners along the tunnel wall to ensure a custom and distinguished experience for each team. All ten banners, hung at an angle, are equipped with a tensioning mechanism on both ends to ensure stability. They complement the lights to create a powerful cadence down the long curve of the tunnel.

As DI turned a digital render into a near identical reality, the Patriots Player Tunnel Experience creates a dynamic, cohesive and energizing atmosphere, providing a closer connection with the fans and a memorable new tradition within a storied stadium.

Learn more about specialty lighting and branded fan experiences.

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Justin Wood

Justin Wood

Principal / Sports + Higher Education Practice Director

With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations. As the Sports and Higher Education Practice Director,... more about Justin Wood Justin Wood Justin Wood Principal / Sports + Higher Education Practice Director

With over 20 years of experience communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of expertise to Dimensional Innovations.

As the Sports and Higher Education Practice Director, Justin feeds his passion for developing matchless, engaging experiences for our clients by focusing on dynamic environments. He has led the charge of building these practice portfolios through developing sponsorship activations, halls of fame and immersive branding experiences.

His leadership in projects help clients and brands improve the pro and collegiate experience by connecting their story to interactive and physical environments. Justin’s resume also boasts seven years of running his own design-build consulting company.

Justin’s portfolio of projects has appeared in multiple sports market publications, and he has presented at ALSD, SEGD’s Dynamic Environments series and at multiple Sports Business Journal workshops. Justin was named as an SBJ Power Player in 2020.

Rick Smith

Rick Smith

VP/ECD Experiential Design

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in... more about Rick Smith Rick Smith Rick Smith VP/ECD Experiential Design

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in mind. He manages creative direction and team efforts, streamlining design processes for all of DI’s projects.
Rick’s strength lies in his ability to connect brands and their customers to the physical environment. His collaborative and comprehensive approach details the project vision through words, ideas and images.

Not only a leader at DI, Rick is heavily involved in the Kansas City design community. A member of the Society for Environmental Graphic Design (SEGD) and AIGA, Rick chairs the local SEGD chapter, is on the AIGAKC Board of Directors and on the Kansas City Design Week Planning committee.

Married for over 10 years, Rick and his wife have two children. An outdoors-kind-of-guy, Rick enjoys climbing, camping, mountaineering, and just generally being outside. He also plays guitar and coaches his daughter’s softball team in his not-so-abundant spare time.

 
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Every big opportunity starts with a small step forward. We're here to help you! Let’s jump on the phone, say hello, and discuss your virtual meeting or experience need, in a quick 15-minute FIT call. Prefer email? That's cool, too! Drop us a line - we're always happy to connect.

Get In Touch With Our Experts

Every big opportunity starts with a small step forward. We're here to help you! Let’s jump on the phone, say hello and discuss your need, idea or project in a quick 15-minute FIT call. Prefer email? That's cool, too! Drop us a line - we're always happy to connect.

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