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Designing the Future of Fandom in the Heart of Hollywood Park
Challenge: SoFi Stadium was envisioned not just as a home for the Los Angeles Rams and Chargers, but as a premier destination for global events, including the Super Bowl, College Football National Championship and the Olympics. The challenge was to integrate a multitude of sponsor activations and branding elements into this expansive venue without compromising the fan experience.
Location
Inglewood, CaliforniaPartners
StadCo, Legends, HKS
Solution: Dimensional Innovations was brought on board nearly two years prior to the stadium's opening in 2020. Collaborating with Legends, HKS, StadCo and other partners, the team began a mission to weave sponsor narratives into the fabric of the stadium.
A significant undertaking was the design and fabrication of the stadium's iconic letter sets. These massive installations, adorning the roof, atriums, internal bowl and bridges, were not only visually striking but also engineered to withstand seismic activity—a nod to California's unique environmental challenges.
Built to Withstand the Elements
The North Roof exterior signage tips the scales at a jaw-dropping 36,000 pounds—proof that durability can still turn heads.
Where Brands Come to Play
DI brought over 15 sponsorships and brand activations to life, transforming the venue into a branded experience playground.
Beyond structural elements, the team focused on creating immersive brand environments. The SoFi Circle, for instance, offers a dynamic space featuring food and beverage options, pop-up interactives, and lounging areas, all under the SoFi brand umbrella. Additionally, dedicated hospitality areas provide guests with premium experiences, blending comfort with brand storytelling.
Throughout the project, the emphasis remained on ensuring that each sponsor's presence enhanced the overall fan journey. By integrating over 15 unique sponsor activations, the stadium offers a cohesive and engaging environment that resonates with visitors.
In the end, SoFi Stadium emerged not just as a venue, but as an experience—a place where sports, entertainment, and branding coalesce to create unforgettable moments.
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