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Redefining Fan Experiences at Intuit Dome
The Challenge: Intuit Dome, the visionary basketball arena conceived by Steve Ballmer, owner of the LA Clippers, dared to redefine what it means to be fan-focused. The goal was clear but ambitious: create the world's most technologically advanced, immersive arena—a space where every detail reminded visitors why they were there—to celebrate live sports and entertainment.
As the Clippers looked forward to a new arena, developing a new visual aesthetic for the team became imperative. While the Clippers designed a new brand identity for the team, DI served as a strategic partner, creating elements ranging from large-scale digital sculptures and locker room graphics down to food packaging and composting labels. By utilizing a thorough master plan, innovative branding and cutting-edge technology, DI helped bring this vision to life, earning Intuit Dome the honor of the most technologically advanced arena in the world.
Crafting the Solution: DI approached the project holistically, combining strategic planning, bold branding and technological distinction to create an unparalleled fan experience. The result is an iconic destination for Clippers fans and eventgoers alike. Here’s how DI and Intuit Dome achieved their shared vision.
Partners
LA Clippers, CAA Icon, AECOM, Turner Hunt Joint Venture, Daktronics, Misapplied Sciences, Downstream, Globant, B. PartnersLocation
Inglewood, CaliforniaYear
2025
“
We set out to build the most exciting, intense fan experience in the world. You want people
to feel emotion, and you’re getting emotional with a lot of people.
– Steve Ballmer, Owner of the LA Clippers
Master Planning and Branding
Strategic Planning: DI worked closely with stakeholders to identify branding and sponsorship opportunities that maximized visibility and impact throughout the arena. In addition, DI coordinated infrastructure planning to align seamlessly with these initiatives, ensuring a cohesive and strategic approach. By providing a comprehensive cost analysis, stakeholders can make informed decisions that balance innovation with budget considerations.
Team Rebranding: When the Clippers rebranded midway through the project, DI led the effort to create assets based solely on the new logo. From designing the Clippers Experience Center to reimagining the practice facility’s locker rooms, signage, graphics and the players’ tunnel, DI’s work seamlessly integrated the team’s new brand into every corner of the arena.
Fan EXPERIENCE and Immersive Technology
Jersey Display and Interactive App Features: In a tribute to California’s basketball legacy, the arena features a monumental two-story wall showcasing approximately 1,500 high school jerseys. DI’s team meticulously steamed, framed and photographed each jersey, while also developing the app feature that helps fans locate specific jerseys. Highlighting classic and legacy player jerseys adds an emotional connection, celebrating the state’s rich basketball history.
Team Store Centerpiece
Redefining the retail experience by designing an oversized hat centerpiece enhanced by projection mapping technology. Using DI’s CMS system, Centro, content can be programmed to show players interacting or shooting hoops.
VIP Entrance
As fans enter the VIP lobby, they’re introduced to a seamless floor-to-ceiling display that blends technology and storytelling to create an energetic welcome.
Signage and Lighting
Naming Rights and Exterior Signage: DI designed and fabricated the complete exterior signage package for the arena, including sculptures, naming rights entitlement, team store, garages, and gate signage. These, in addition to the iconic roof and fascia signs, were designed to integrate with the larger art program. To ensure consistency, the naming rights signage is integrated into the same CMS, helping create a unified experience throughout the entire plaza.
Impact and Success
Scheduled to host the NBA All-Star Game in 2026 with a capacity of more than 17,800, Intuit Dome offers a design inspired by the intimacy of a college fieldhouse, bringing fans closer to the action. Signature features, such as the "The Wall!" section that was designed to create a prominent home court advantage, strategically placed adjacent to the visiting team's bench.
As the most comprehensive DI professional sports project to date, Intuit Dome represents the perfect blend of strategy, innovation and execution. Together, DI and the Clippers have redefined the possibilities for sports and entertainment venues, setting a new benchmark that will inspire future arena innovations.
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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
Lyndee Trost
Executive Creative Director
As a Creative Director, Lyndee brings over 20 years experience to the DI design team. With a background in print design, she understands the importance of composition and hierarchy to tell a visually impactful story. Lyndee is detail... more about Lyndee Trost
