SELECTED MOMENTS
NFL Shop
Bringing the world of NFL into the centre of Melbourne.
To launch NFL Shop Australia's Melbourne pop-up, Together at Last developed and delivered an immersive opening-night experience, transforming the retail space into a one-night brand world designed to be experienced, captured and shared.
Events & Experiences
Experience Design
Creative Direction
Content Production
THE OPPORTUNITY
A retail launch worth showing up for.
From the overarching event concept and guest experience through to custom fabrication, food, entertainment, styling and content production, we managed the experience end-to-end.
Bringing together 174 guests across media, creators, sports personalities and industry, the opening night was designed to introduce NFL Shop to Melbourne through an experience that extended far beyond the retail environment.
Event strategy + creative direction
Experience design + production
Custom fabrication + spatial styling
Entertainment + hospitality
Content production + social amplification
Building the NFL Shop world.
We transformed the retail space through a series of custom-designed brand moments, carrying the NFL Shop identity through the environment, entertainment, food and guest experience.
From custom-built DJ booths and Fanatics display cages to branded food, grass-covered bars and immersive lighting, every element was considered as part of the wider brand experience.
Custom builds
NFL Shop DJ booth + Fanatics display cages
Branded environments
Grass bars + arrival moments
Food experiences
NFL football donuts + branded fries + hot dogs + vodka rigatoni
Entertainment + atmosphere
DJ + lighting + spatial styling
Guest experience
End-to-end event production
THE IMPACT
From the room to the feed.
The experience was designed to generate its own momentum, giving guests distinctive moments to capture and share throughout the night.
With 174 guests in attendance, including media, creators, sports personalities and industry, the launch extended beyond the physical space through organic social sharing.
An opening-night experience that brought the NFL Shop brand to life, both in the room and across the feeds of those who attended.