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Inside the Philips Arena Makeover: Design, Branding and the Fan Experience

When the Atlanta Hawks set out to modernise their downtown home, the project was about more than new seats and fresh paint. Working with Hornall Anderson, the Seattle-based design and branding agency, the team treated the arena as a story to be told from the moment fans reach the doors. A preview event gave supporters, sponsors and local media an early look at the thinking behind the changes before the full renovation was complete.

Philips Arena opened in 1999 and hosted basketball, hockey, concerts and large touring shows for nearly two decades. Like many venues of its generation, it was built around the idea that the game itself was the whole attraction. Newer arenas take a different view. Fans now expect the building to feel like a destination, with distinct social spaces, varied food and drink, better sightlines and digital screens that add to the live action rather than compete with it.

Why a branding agency matters in arena design

Architects handle structure and flow, but branding specialists shape how a place feels. Hornall Anderson's role centred on identity: how colour, signage, graphics and materials could reflect Atlanta's culture and the Hawks' personality. The aim was to make the arena feel unmistakably local, not like a generic sports venue that could sit in any city.

  • Wayfinding: clearer signage helps crowds move quickly between concourses, seating and exits.
  • Themed spaces: clubs, lounges and bars give fans different ways to spend an evening.
  • Visual storytelling: murals, team history and city references build a sense of place.

What it means for live entertainment

Arena upgrades affect everyone who walks through the doors, not only basketball fans. Concertgoers and families attending touring shows benefit from improved acoustics, comfort and amenities. The renovated building later reopened under a new naming rights partner, so anyone planning a visit should check the venue's current official name and website for event listings, bag policies and accessibility information.

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