Creating a hero destination venue for TAB / Entain
Challenge
TAB is a legacy New Zealand institution that supports responsible betting initiatives nationwide and contributes millions to local sporting bodies. As part of a refreshed brand identity led by ThoughtFull, our challenge was to design a space at the iconic Ellerslie Racecourse to hero the new brand.
We set out to create a venue which would foster camaraderie amongst sports fans and ampify the excitement on race day. We aimed to strengthen the connection between guests and the world of racing by bringing the behind-the-scenes elements into the space, offering a fresh experience and new, innovative ways to engage with the race.
Approach
With a tight budget and deadline, much of our prototyping and design development was done on-site, working closely with the build team and fabricators.
One of our guiding principles was to celebrate the original character of this iconic venue. We made the bold decision to remove an existing ceiling, exposing the stunning structural details of the historic stand.
Other notable experiences included ‘tunnel cam’ - bringing behind the scenes footage into the venue and jockey silks banner sytem - celebrating recent big winners.
Activities
TAB is a legacy New Zealand institution that supports responsible betting initiatives nationwide and contributes millions to local sporting bodies. As part of a refreshed brand identity led by ThoughtFull, our challenge was to design a space at the iconic Ellerslie Racecourse to hero the new brand.
We set out to create a venue which would foster camaraderie amongst sports fans and ampify the excitement on race day. We aimed to strengthen the connection between guests and the world of racing by bringing the behind-the-scenes elements into the space, offering a fresh experience and new, innovative ways to engage with the race.
Approach
With a tight budget and deadline, much of our prototyping and design development was done on-site, working closely with the build team and fabricators.
One of our guiding principles was to celebrate the original character of this iconic venue. We made the bold decision to remove an existing ceiling, exposing the stunning structural details of the historic stand.
Other notable experiences included ‘tunnel cam’ - bringing behind the scenes footage into the venue and jockey silks banner sytem - celebrating recent big winners.
Activities
- Visioning
- Concept design
- Prototyping
- Detailed Design
- Venue Design Guidelines
