The National Football League’s (NFL) Super Bowl Décor program transforms host cities for fans, players, staff and TV viewers—from the Super Bowl stadium graphics, the team hotels, Opening Night and VIP hospitality spaces. GMR Experience Design team must deliver one cohesive system across hundreds of files inside dozens of unique environments. Every year all the variables completely change, from the theme to the city. It’s our job to take the NFL’s themed style guide and bring it to life—to define the how and why; determine what combination of assets tell the best story. Holistically, the Décor program is about how design impacts the fan experience—where we create a world that people want to capture, an experience they’ll never forget and a memory that will last a lifetime. Together our team had countless creative hits around Phoenix for Super Bowl LVII on February 12th, 2023. Over 115 Million viewers watched game day and nearly 70k people traveled to Phoenix where they saw our city hits.