CASE STUDY
Bridgestone arena community corner fan experience
Brand Activation
Executive Summary
At Bridgestone Arena, the primary home of the Nashville Predators NHL team and a premier destination for concerts, rodeos, and live events, Bridgestone wanted to refresh their branded Community Corner. The goal was to align the space with current messaging and highlight their role as a community partner in Nashville.
Working alongside agency partner GS&F, NPARALLEL + Atomic Props led the physical fabrication and installation of the permanent wallscape. The result combined a mix of refurbishment with new construction, layered with digital monitors, vinyl lettering, and a hand-painted mural by a local artist. Together, the installation tells Bridgestone’s story of supporting youth hockey, diversity and inclusion, and local organizations like United Way, bringing sport and event marketing to life inside one of the city’s most iconic venues.
Business Challenge
Bridgestone needed a refreshed space that communicated both brand identity and community impact while standing up to the constant foot traffic of a high-profile sports and entertainment arena.
Key challenges included:
- Blending old and new construction: 50% of the space required refurbishment, while the other half needed to be newly fabricated and seamlessly integrated.
- Balancing physical, digital, and artistic elements: The final wallscape had to showcase digital content, permanent storytelling, and a live-painted mural without competing visually.
- Coordinating multiple partners: Bridgestone, GS&F, arena operations, a local printer, and a Nashville-based artist were all part of the collaboration.
- Delivering permanence with flexibility: The wallscape needed to feel like a permanent installation while retaining flexibility to refresh content year over year.
Goals & Objectives
-
Refresh the Community Corner to reflect Bridgestone’s current brand messaging
-
Highlight the company’s investment in Nashville through stories of youth hockey, DEI initiatives, and local philanthropic partnerships
-
Use sport and event marketing principles to engage fans beyond traditional sponsorship signage
-
Create a permanent branded destination that adds value to the arena experience for fans and concertgoers
Our Solution
Fabrication and Construction
Our team executed a combination of refurbishment and new fabrication, removing angled walls and redesigning the space’s face for a more streamlined, impactful look. Hard-construction wood laminate formed the foundation, while printed vinyl lettering carried Bridgestone’s messaging directly into the space.
Digital Storytelling
To integrate technology, we installed two digital monitors, including one with a circular cutout effect that creates the illusion of a round video screen. While Bridgestone manages the content, our fabrication ensured a seamless platform for dynamic storytelling that can evolve with campaigns.
Artistic Collaboration
Partnering with GS&F, Bridgestone commissioned a Nashville-based artist to hand-paint a mural directly onto the wall. The mural adds authenticity and creates a strong local connection. This ensured the space feels rooted in community, not just brand messaging.
On-Site Execution
NPARALLEL + Atomic Props coordinated closely with Bridgestone Arena operations and sourced printing through a local vendor, minimizing logistics and ensuring precision fit. Our team traveled to Nashville to manage the full installation, balancing construction, tech integration, and artistic contributions into one cohesive space.
Results
The refreshed Community Corner now acts as a permanent branded installation that elevates the fan and visitor experience at Bridgestone Arena.
Key outcomes include:
- Community storytelling: The space highlights Bridgestone’s role in supporting youth hockey with the Nashville Predators, DEI initiatives, and partnerships with local nonprofits like United Way.
- Durable and flexible design: The combination of hard construction and digital monitors creates a permanent yet adaptable platform for evolving content.
- Fan engagement through sport and event marketing: The installation goes beyond signage by blending artistry, messaging, and digital interaction to create a destination within the arena.
- Seamless collaboration: The project showcases how multiple partners—brand, agency, artist, printer, and venue—can come together to create a meaningful branded environment.
While initially envisioned as an annual refresh, the wallscape’s lasting quality and community resonance have already positioned it as a long-term feature of the arena.
Ready To Elevate Your Brand in Sports + Entertainment?
NPARALLEL + Atomic Props specializes in sport and event marketing that transforms spaces into experiences. Whether it’s a permanent arena installation, a temporary activation, or a high-traffic sponsorship zone, we deliver the design, fabrication, and on-site execution that ensures your brand story resonates with fans and communities.