A's Ballpark Experience Center

Project Description:

Relocating a Major League Baseball franchise to Las Vegas, one of the most competitive entertainment markets in the world, presented a unique challenge. How do you build genuine connection to a ballpark that doesn’t yet exist? The A’s Ballpark Experience Center was designed to answer that question. Rather than relying on traditional sales tools such as renderings or scale models, the center uses a layered combination of immersive design, interactive technology and physical creative installations to give fans, suite buyers, sponsors and stakeholders a tangible experience of the team’s future home. The centerpiece is The Immersive Cube™, a 26.5-million-pixel, 270-degree environment where LED walls, ceiling and floor operate as a continuous surface. Powered by Advent’s content management system (XMS), the space allows real-time content-switching and audience-specific storytelling without virtual reality headsets. Visitors walk through the unbuilt ballpark in 3D, take interactive suite tours, and engage with A’s franchise history across hundreds of curated moments. Physical installations work alongside the digital elements — including a bat-activated historic moments experience, a 48-bat wall representing each ballpark suite, a 600-pound handcrafted elephant sculpture tied to a global conservation initiative, and an interactive baseball card display featuring over 300 A’s cards. The center demonstrates how immersive design and technology can work together to create meaningful venue experiences around places still under development and beyond.