The win condition was obvious: capture stadium energy through the lens of food, beverage, and service. Protect the brand’s editorial authority while building a space people actually want to sit in. My role covered concept to install. I authored the experiential platform, then directed an environment design system that stitched together legacy photography, local sports vernacular, and material cues from the field. Custom wallpaper, large‑scale type, and artifact‑style moments created a gallery feel inside a working restaurant.

I led creative direction across every touchpoint for opening. Menus and print. In‑space art and wayfinding. Digital launch collateral. Vendor coordination and production standards. On‑site oversight to make sure what was designed is what got built. The result is a cohesive brand extension that feels unmistakably SI, built as a repeatable playbook for future locations.