In the summer of 2019, the New York Arena Partners broke ground on their new entertainment complex, the UBS Arena located in Elmont, NY. To help drive attention and sales for the arena suites, the ownership wanted to stage a unique guest experience in midtown Manhattan. Working with an experience strategy created by Hornall Anderson and interior design firm Goodrich, TPG was tasked with bringing this carefully curated visitor journey to life.

During the process, the ownership emphasized the importance of creating a multi-sensorial immersive experience that captures the hearts of prospective buyers, and ultimately inspires them to claim their place in this new chapter of entertainment. The floor is broken up into distinct areas that help shape the overall excitement factor. Visitors immediately walk into the main welcome lounge that includes a club bar, banquette seating, and a gallery wall. Adjacent is the Anthem Room, a mini-theater with a state of the art sound system that plays a promotional video for the arena. With input from Live Nation, UBS Arena will also serve as the stage for live music performances from the nation’s top artists. To further amp up guests and stir conversation, the team included an exhibition area showcasing a scaled model of the arena, entertainment artifacts, and replicas of the Stanley Cup.

Located on the far side of the sales center are the individual suites guests can explore. The vignettes are designed to showcase the premium furnishings and finishes that are available. After making their purchases, guests can further leave their mark by signing a framed print of the arena in their new suite location, commemorating this rare opportunity. TPG successfully brought this concept to life through their meticulous attention to detail and proven ability to deliver our client’s aspirations.