Madhouse Team Store: CTA Car

Product Description

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 1890’s, but for the Madhouse, 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, or call a play through video touch-screens.

Fun fact about opening up an old CTA car and seeing inside? Years’ worth of loose lottery tickets and Flamin’ Hot Cheetos bags…every car has a story.

Read the full case study here.