CONTACT SALES
TECHNICAL SUPPORT

ATLANTA HAWKS PREVIEW CENTER

Technology reinforces the Atlanta Hawks brand and creates opportunities for positive sales connections.

Download Profile

INTRODUCTION

As part of their major arena renovation, Atlanta Hawks wanted to engage sponsors, supporters and the community. A great preview center would enable them to tell the Hawks’ story and build strong relationships with visitors.

The endgame — buy into the team’s success as sponsors or season ticket holders. This strong commercial focus meant the preview center had to work hard to support the sales team by building interest, anticipation and commitment. The team recognized that technology would play a key role.

To realize the vision, Electrosonic partnered with Hornall Anderson to create an innovative journey for prospective guests at the center.

OVERVIEW

The center is full of interactive features and engaging, self guided activities, offering a deep dive into how the new arena transcends the role of host for basketball games, concerts and events. 

Visitors follow a sensory interactive journey through the center. Immersive experiences build anticipation, reinforce the brand and create opportunities for positive sales connections. This is no static sales pitch. Guests experience how they could become part of the team.

When VIPs arrive they are greeted by a guide, who conducts their personal tour through the center. The Anthem Theatre features a large projection wall with video that immerses guests in the evolution and rebirth of Atlanta’s NBA basketball program.

Next, guests overlook a recessed Projection Pit with a projection wall backdrop showing a mix of live TV or branded videos. Detailed video projections overlay an architectural 3D gray-scale model in the pit below the guests to show the arena’s configuration for basketball.

Finally, the guests move on to three suites, themed with different fits and finishes, which act as closing rooms for the sales agents. Interactive touch screens enable guests to choose and visualize the options of their choice. It’s a personal and highly effective experience.

CHALLENGE

Engaging guests’ hearts and minds was crucial to closing the deal. However, VIPS, supporters and sponsors are a diverse group. They have their own agendas and interests so custom content and presentation was essential.

That diversity meant the solution had to encourage guests to share their interests and expectations. Interaction was the driving force. As well as meeting creative challenges, the project had to be completed in a rapid four-and-a-half month timeframe with customisations.

SOLUTION

The solution guides prospects throughout the sales process, creating a memorable experience. Electrosonic provided audio, video and show control design, engineering and installation of the audiovisual and interactive portions of the center’s sales experience.

Electrosonic provided the laser projector for the curved projection screen, projection mapping for the scale model, projection and audio support for the video walls and 55-inch touchscreens, as well as the interactive portals for the three suites.

KEY TAKEAWAYS

When guests feel part of your team you’ve got a great relationship. Technology can engage people and make them feel part of the deal. They’re buying into something special — a vision that excites them.

The Preview Center achieves that with an unprecedented experience that gives guests a personal preview of the all-new Arena which opened in October of 2018. Guests feel they’re insiders and they’re part of the future of Atlanta Hawks.

Project Details

Client
Hornall Anderson
Location
Atlanta, Georgia
Size
2,500 sq.ft
Services
Audiovisual & Engineering Design
Projection Mapping
Immersive Technologies
Surround Sound
Facility Integration
Fabrication & Installation
System Commissioning
Control Systems
The Atlanta Hawks Preview Center is very unique, interactive and engaging. It’s a real experience, not just a sales tool. The guests see how they’re part of something big.
Tim Garrison
Senior Creative Technologist, Hornall Anderson

MORE PROJECTS

250 W. 57th Street Lobby Ceiling Empire State Realty Trust (ESRT) set out to renovate the 537,839-square-foot office building with a goal for the lobby on its own to attract higher-paying tenants. Learn More
AmorePacific Beautiful Life Center A multimedia, multisensory experience creates a powerful emotional connection between a brand and its customers. Learn More
Ashurst's London HQ at the Fruit & Wool Exchange Building Ashurst’s new campus transforms work environments with sophisticated audiovisual installations on a massive scale. Learn More
AT&T Dolphin Tales at Georgia Aquarium An inspiring theatrical production starring Atlantic bottlenose dolphins is thrilling and amazing visitors at the newly-expanded Georgia Aquarium in Atlanta. Learn More
Atlanta Hawks Preview Center Reinforce the Atlanta Hawks brand and create opportunities for positive sales connections. Learn More
Barclays Global Command Centre A productive, collaborative working environment for keeping Barclays’ global systems running 24x7. Learn More
Battle of Bannockburn Visitor Centre History meets Hollywood as motion capture immerses visitors in 700 year old battle scenes. Learn More
Being Brunel Museum This unique approach to a tremendous historical life has helped establish Being Brunel as the leading attraction in Bristol’s busy harbor area. Learn More
Beyond Rubik's Cube Technology takes an iconic 1980s puzzle on a global tour to engage a new generation. Learn More
Biomuseo Telling the compelling story of extraordinary biodiversity in one of the world’s most iconic museums. Learn More
Bristol Water Giving control center staff clear visibility of a complex water supply system. Learn More
Brooklyn Botanical Garden Creating a multi-sensory window on the sights, sounds and fragrances of an amazing garden. Learn More
Canada's Sports Hall of Fame Inspiring and engaging sports fans with an immersive, interactive experience and innovative technology. Learn More
Cisco System's New Dubai Headquarters Electrosonic was tasked with equipping and fitting out the company’s extensive corporate audiovisual installation. Learn More
Cox Discovery Center Cox Discovery Center, creating a beacon of pride and diversity to celebrate the achievements of a global workforce. Learn More
Digital Media Band at 110 High Street Street-wise digital media band engages visitors, breaking the barrier between building and city. Learn More
Dinosaur Hall at the Natural History Museum Innovative technology shifts time over 180 million years to bring the age of dinosaurs to life. Learn More
Dover Wartime Tunnels Technology keeps the memory of soldiers’ sacrifice alive in a realistic moving way. Learn More
Eaton Experience Center The giant chandelier reflects the wall imagery while interactive multimedia tables let visitors explore deeper levels of information on topics displayed on the chandelier and wall. Learn More
Eversheds Sutherland Auditorium & Boardroom Collaboration zones bring the world to London for a global law firm. Learn More
Exhibitionism - The Rolling Stones Touring Exhibition High-energy audiovisual puts some rock and roll into the Rolling Stones exhibition. Learn More
EXPO 2010 Shanghai Visitors flocking to the Information & Communications Pavilion at Expo 2010 Shanghai China get a taste of cutting-edge Information and Communication Technologies (ICT). Learn More
Farm Wisconsin Discovery Center Electrosonic shows that technology is not limited by location and can be used to tell your story no matter where you are. Learn More
FlyOver Iceland Pre-Show Experience Advanced experience technologies recreate the atmosphere, sights and stories of Iceland’s ancient origins. Learn More
Funko Flagship Store A massive immersive retail location illustrates the power of the entertainment-ification of brick-and-mortar stores. Learn More
Future Energy Chicago at the Museum of Science & Industry Challenging audiences in a museum exhibit that looks to the future, not the past. Learn More
HBO Shop Innovative digital signage creates an enveloping retail experience that engages customers and sells merchandise. Learn More
Heroes and Legends at The Kennedy Space Center The awe-inspiring story of ‘Heroes and Legends’ along with the Astronaut Hall of Fame adds another dimension to the space program presentation at the Kennedy Space Center. Learn More
High Resolution in Reception The Reception area for one of Electrosonic’s clients, a London-based bank, now features two high resolution LED displays which show corporate and event related information. Learn More
Horizon Center Torbay Hospital Audiovisual recreates a virtual hospital environment tailor-made for the special needs of medical training. Learn More
Horniman Museum World Gallery Audiovisual and interactive experiences bring global cultural objects to life in a small museum. Learn More
Hub Zero Innovation, immersion and interactivity push the boundaries of gaming into a futuristic world. Learn More
Hult International Business School Campuses Hult International Business School was established in 1964 as America’s first corporate university in Boston, Massachusetts. Learn More
Idaho State Museum Idaho State Museum sets the visitor experience alight with an award-winning show-stopping recreation of the past. Learn More
Independence Visitor Center Technology with a personal touch transforms visitor experience and creates a compelling gateway to local destinations. Learn More
International Spy Museum Technology uncovers the tradecraft, tools and impact of espionage through interactive experiences in a real spy role. Learn More
Jet.com Headquarters Why a wacky, lively, fun workplace can be a formula for success. Learn More
Kaiser Permanente Center for Total Health Innovative interactive technology and event spaces showcase the future of healthcare. Learn More
Krispy Kreme Times Square An entertaining doughnut theater and the world’s largest rotating hot light create an appetizing guest experience. Learn More
Kuwait 360 Mall The Family Entertainment Center at the 360 Mall in Kuwait offers top-of-the-line rides, the latest video games and skills tests for the entire family. Learn More
Leading Global Financial Institution Supporting a leading global company with media production and communication solutions. Learn More
LKAB Visitor Center The presentation system at the LKAB visitor center both enhances the visit and leaves a very good impression with the visitors. Learn More
Managed Services for Aggreko Aggreko plc, the world’s largest temporary power generation company, awarded Electrosonic a three-year global Managed Service Contract and several UK based AV maintenance agreements. Learn More
Mann Chinese Theater Stunning 3D audio soundscape places theatre audiences at the heart of the action. Learn More
Mascot Hall of Fame A Mascot Hall of Fame — why you might ask? In Whiting, Indiana? Where! That’s the next question. Mascots are fun, but the supporters who cheer them are usually very tribal. Learn More
Mass Effect: New Earth at Great America Immersive technology brings intergalactic travel down to earth with a thrilling ultra high-resolution 4D ride. Learn More
MGM Cotai Dynamic Theater Innovative technology creates a dynamic world-leading space that redefines the way people experience entertainment. Learn More
Museum of the American Revolution Three hundred years on, the Museum immerses visitors in the sounds, events and experiences that drove the American colonies to revolution. Learn More
Museum of the Bible Hollywood called it ‘the greatest story ever told’ in their portrayal of the New Testament — the Museum of the Bible goes further to tell the whole story in a museum of biblical proportions. Learn More
Museum of the Moving Image AV Upgrade Showcases the History and the Future of Moving Images. Learn More
National Comedy Center So, why did the chicken cross the road? Living in Jamestown, it was probably heading for the National Comedy Center to find out why chickens are the butt of so many jokes. Learn More
National Maritime Museum Go down again to the ‘lonely sea and the sky’ with dramatic soundscapes and innovative audiovisual. Learn More
National September 11 Memorial & Museum Telling a compelling, sensitive story of an event that changed history. Learn More
National World War I Museum and Memorial The National World War I Museum and Memorial in Kansas City, Missouri, tells the story of The Great War and related global events from 1914 through the 1918 Armistice and 1919 Paris Peace Conference. Learn More
Natural Power Electrosonic implemented technology solutions to upgrade a 24/7 control center at Natural Power using AV and collaboration technology to aid a flexible, responsive service. Learn More
New-York Historical Society Museum & Library The New-York Historical Society Museum & Library, which explores the political, cultural and social history of New York, underwent a three-year, $70-million renovation. Learn More
NHL Seattle Preview Center Bringing the vision of a new era in Seattle’s hockey tradition to life. Learn More
Niagara Falls Underground Railroad Heritage Center Recreating the inspirational story of a 19th century struggle for today’s generation. Learn More
Northland Church Audiovisual elements help a church spread the Word and share its message with a worldwide congregation. Learn More
One World Observatory A room with a view and a high-speed immersive experience to capture the imagination. Learn More
Parliamentarium Electrosonic worked with architects, designers and content producers to create engaging, immersive, interactive audiovisual experiences at Parlamentarium. Learn More
Parliamentary Education Centre Immersive, interactive technology turns day-to-day politics into an engaging digital experience for the European Parliament. Learn More
Polynesian Cultural Center's Digital 4D Theater The Polynesian Cultural Center (PCC) in Laie, Hawaii, enables visitors to explore all of the Polynesian cultures in the South Pacific. Learn More
Repsol Sinopec Resources UK Integrated Operations Center improves the cost and efficiency of monitoring offshore oil and gas assets. Learn More
Revealed: The Hunt for Bin Laden Immersive technologies and sophisticated projection blending and mapping techniques bring a dramatic manhunt to life. Learn More
Sheikh Abdullah Al Salem Cultural Centre Exceptional audiovisual design brings the world’s largest museum to life in Kuwait. Learn More
Snorri Touren Dark Ride Big-show audiovisual technology creates a winning dark ride experience in a small space. Learn More
Space Shuttle Atlantis at Kennedy Space Center Visitor Complex The experience of Space Shuttle Atlantis at Kennedy Space Center Visitor Complex boldly goes where no exhibition had gone before. Learn More
Stonehenge Visitor Centre Immersive technology takes visitors back 5000 years to the heart of an ancient monument. Learn More
The Ahmed Al Jaber Oil & Gas Exhibition The Ahmed Al Jaber Oil & Gas Exhibition aims to show where oil is produced and its importance to the economy and the products that are derived from both oil and gas. Learn More
The Crane Dance at Resorts World Sentosa A fusion of architecture, storytelling and technology recreates courtship in the world’s largest animatronics show. Learn More
The Grove, Google Experience Center Authentic, flexible and innovative space showcasing Google’s position at the cutting edge of technology. Learn More
The Hunger Games: The Exhibition Following the huge worldwide success of the blockbuster Hunger Games movie franchise, Lionsgate’s The Hunger Games: The Exhibition has opened its global tour at Discovery Times Square, New York City. Learn More
The Marvel Experience The Marvel Experience is an immersive touring attraction produced by Hero Ventures that provides Marvel fans with the opportunity to become agents of S.H.I.E.L.D. in training. Learn More
The National Holocaust Centre and Museum The National Holocaust Centre and Museum aimed to capture individual testimonies, secure artifacts and gather historical information, to bear witness to the atrocities of the Holocaust. Learn More
The Science History Institute Technology and storytelling come together to engage and inspire scientists and the community. Learn More
The Spectacle, MGM Cotai Imagination, creativity and technology are helping to create the most innovative integrated resort in the world. Learn More
The Weather Channel The weather forecast is bright and clear with a new video wall from Electrosonic. Learn More
Tom Bradley International Terminal at LAX Passenger-friendly terminals and conveniences are all ‘must haves’ as airports around the world compete for the economic vitality that world-class airports create. Learn More
Top Four Global Consultancy Firm Managed services help a global firm drive greater benefits from collaboration systems. Learn More
Typhoon Theatre at the Maritime Experiential Museum The Typhoon Theater has proved a popular attraction, creating a sense of exploration and adventure through imagination and creativity. Learn More
University of Salford MediaCityUk A space where science and creativity collide to deliver the big digital ideas of the future. Learn More

Engage With Us

Let us bring your vision to life.

Let's talk