RETAIL: SPORTS + INTERACTIVE
MadHouse Team Store | United Center, CH
Product Design / Fixtures & Displays / Signage / Branding /Lighting / Engineering / Custom Fabrication / Installation
Photo Credit: Eric Kleinberg
Anchoring the heart of the Bulls and Blackhawks Madhouse Team Store is a little piece of Chicago history – a real-life repurposed CTA car retrofitted to offer immersive guest experiences inside.
Chicago’s “L” train has been around since the late 1890s, but for the Madhouse, the 555 design team loved the idea of turning this Chicago icon into something unexpected – an experience that would draw fans back again and again.
To start, we had to figure out where we could get our hands on one, only to rip it apart and glue it back together again with new purpose. We did just that, and the result is a fully immersive guest experience where fans at the United Center can take a green screen photo court side or inside the locker room and call a play through video touch-screens.