Project Overview
Client: Amazon – NFL Superbowl
Location: Jessie Square, San Francisco
Supplier: Tent Hub
Aim: Create custom luxury VIP lounge structures for Amazon at the NFL Super Bowl.
Initially, we were approached by Experience NVE with Amazon’s scope for a sports-themed VIP lounge at the NFL Super Bowl. The space needed to house luxury bars, meeting rooms, communal areas and brand activation spaces. In response, we designed and built a series of linked custom Quad Domes completed with custom branded covers and glazed windows and doors to create a truly eye-catching and unique space befitting the Amazon brand.
Installation Details
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Tent Size: Four 10x15m Quad Domes, two 10x10m Quad Domes (800m²)
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Canvas Colour: Custom Amazon and sports-themed – custom football/soccer ball, basketball, F1 tyre, golf ball, American football and Amazon logo ‘Sports, Delivered’. Design was achieved in collaboration and partnership with AJ Tensile.
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Frame: Glulam timber beams, as well as part glazed windows and doors and part custom side walls with Amazon logo.
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Fixing Method: Guy lines were securely bolted into a solid wooden timber subfloor provided by PRO EM.
Venue Benefits & Functionality
Thanks to this design, the structure was able to provide:
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Dedicated Reception Spaces – An open, visually appealing feel that could be experienced inside and outside. Specifically, this included a check-in desk, main bar and sports-themed bar.
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Dedicated Meeting and Board Rooms – Luxury, intimate and private meeting rooms and board rooms clearly separated from the main spaces
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Brand Activation Spaces – Areas for luxury sports brand giveaway such as Levi’s Denim Bar and golf simulator
From Concept to Build
The space presented several challenges due to its complex location with some established trees and obstructions within Jessie Square. The modular nature of the Quad Domes allowed us to overcome this in the design phase by placing the 10x15m and 10x10m quad domes around these obstructions while not compromising on the functionality of the space.
We collaborated closely with Amazon and Experience NVE, holding regular design concept meetings to ensure the final structure matched their vision. After design sign-off, we began producing the structures and walls. Thanks to our experienced UK and US installation crews, the entire lounge was constructed in just three days. The result, we successfully delivered fully operational, custom luxury VIP lounge structures for Amazon at the NFL Super Bowl!
Why Tent Hub?
At Tent Hub, we specialise in high-quality, luxury timber structures designed for both temporary and permanent use. Whether you’re hosting a VIP lounge, brand activation or major sporting event our expert team provides:
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Design concepts to suit your brand and vision
- Custom sizes, canvas and wall options to overcome any obstruction challenges on site.
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Multiple fixing options for grass, concrete, decking, or mixed surfaces
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Expert advice and full-service installation world-wide
If you would like to find out more, contact us on 01978 661449 or email us at info@tent-hub.com
