THE TD GARDEN EVOLVES FAN EXPERIENCE BY

INCORPORATING CUTTING-EDGE DISPLAY IMMERSION

Today’s sports enthusiasts are presented with a plethora of options in regard to how they

experience an event. For a sports and entertainment arena such as The TD Garden, it is imperative

that as innovations in technology take place, they follow alongside to offer the best experience to

their visitors. The TD Garden set out to break the boundaries of a typical viewing experience, and

provide an immersive experience to every visitor. They took control of their ability to reconstruct

the entertainment experience being offered to their visitors by utilizing cutting-edge LED

technology. The outcome presented a showcase of today’s most evolutionary LED technology, and

rebranded the entire experience at the arena.

THE CHALLENGE

As the largest sports and entertainment arena in New England, and home to the NHL’s Boston Bruins and

the NBA’s Boston Celtics franchises, The TD Garden has a reputation of excellence to uphold.

The TD Garden held a 10,000 square foot in-stadium themed bar and restaurant ripe for renovation. The

environment at the time could not easily support the versatility of events hosted by the arena. This is mainly

due to various teams and entertainment content needing to be displayed, as determined by the event being

held.

The Team Licensed Merchandise store also proved to be out date and in need of a technology refresh. As

the home to two major franchises, they needed to offer an exciting and unique store experience to visitors.

“We wanted to create the best fan

experience possible by bringing our

history and heritage to life in a way that

was immersive, yet not overwhelming.

Our fans have given us so much over

the years. We wanted to create a special

experience for them to celebrate our 20th

anniversary at The TD Garden.”

– Amy Latimer, President, TD Garden

The arena also held an opportunity in regards to

one of their main internal concourses, which held

advertising potential due to the large trafﬁc volume.

Adding unique digital displays would exploit an

opportunity of an increased revenue stream along

with the capability of displaying evolving wayﬁnding

and event information. However, the space in need of

renovation had signiﬁcant size and layout

restrictions, which made The TD Garden’s vision

difﬁcult to implement.

THE SOLUTION

“Our collective objectives were to create an

immersive brand storytelling experience for

both Bruins and Celtics fans. Amy Latimer

told our Team: ‘I want to give back to the

fans the history, legacy, and rich heritage of

these two franchises and thank fans for their

support and our collective pride.’ To do this,

we had to layer in experiences relevant to

each brand franchise.” –Tony Reiner,

Design Lead, Rossetti Architects

Integrating cutting edge brand visualization solutions

with compelling content is an essential component in

delivering engaging brand experiences for customers

in sports, entertainment, education, and business

verticals. The leadership team at The TD Garden in

Boston, along with their strategic partners,

NanoLumens, Rosetti Architects and HB

Communications implemented world-class digital

display solutions in key locations throughout the

facility.

LED wayﬁnding displays are redeﬁning the

experience of The TD Garden’s internal

concourses. They now utilize eye-catching displays to marry advertising and wayﬁnding seamlessly. The

displays were designed custom to the many restrictions of the space. Masses of visitors can now navigate

with ease through the concourses thanks to the newly implemented, versatile Nixel Series™ LED

technology. This digital signage offers an interactive and fresh perspective on advertisement and opens

a new stream of revenue for The TD Garden. The wayﬁnding displays have been placed strategically

throughout the stadium, offering visual touchpoints in stratiﬁed zones to customize advertising for speciﬁc

audiences, as well as ease directions to concession areas or even The Team Licensed Merchandise store.

The in-stadium themed bar and restaurant was in need of a WOW factor, and NanoLumens was ready for

the challenge. The arena held a vision to transform this space to deliver an exciting new immersive fan

experience that had the ﬂexibility to showcase various teams and entertainment content seamlessly. This

transformation would provide the ﬂexibility necessary to meet the TD Garden’s demand.

Next was to build a brand new world-class experiential Pro Shop to replace an outdated Team Licensed

Merchandise store. This included state-of-the-art LED technology with sharp and engaging material. The

Nixel Series™ displays were chosen to amaze fans with curved features while enriching the environment in

order to boost sales of both Bruins and Celtics licensed merchandise.

Using ground-breaking industry technology, NanoLumens, along with our partners, translated the

experience into an iconic and immersive experience. The NanoLumens team implemented fully-transparent,

unique, NanoClear™ displays to simulate all of the historic banners from inside the arena. NanoClear™

utilizes state-of-the-art, nano-optical particle diffusion, which allows objects to seamlessly ﬂoat in space.

The displays can accept input from nearly any device or content management system to produce speciﬁc

messaging on the clear display. It is extremely slim and ultra-lightweight.

The TD Garden is a vision that became reality. Fans can now look forward to an entertainment experience

that will take their breath away. Visitors can now recognize The TD Garden as an icon, with state-of-the-art

technology and eye catching visuals at every corner.

Not only has the fan experience been propelled to a new level, but the arena may now look forward to a new

revenue stream brought about by the versatility of advertising made possible by the dynamic Nixel Series™

displays brought by NanoLumens. The environment has been enriched beyond the initial expectations of the

team, and visitors are ﬁnding themselves drawn in by these interactive displays and the overall environment.

Visuals are sharper than ever at The TD Garden, and their brand is compelling in a new way. Fans will ﬁnd

that holding loyalty toward the arena as their main sports and entertainment venue will not be difﬁcult, as the

experience presented is one of a lifetime.

NANOLUMENS.COM 888.771.NANO (6266)

THE RESULTS

The TD Garden, located in Boston, MA, is New England’s largest sports and entertainment arena. It is the

home of the storied NHL’s Boston Bruins and NBA’s Boston Celtics franchises and hosts over 3.5 million

people a year at its world-renowned concerts, sporting events, family shows, wrestling, and ice shows. Since

its opening in 1995, The TD Garden has hosted over 200 events a year.

In 2014, owner and operator Delaware North invested over $70 million for a comprehensive arena-wide

renovation to upgrade the fan experience including redesigned concourses, new concession offerings and

upgraded technology. The award-winning state-of-the-art TD Garden is a year-round, 19,600-seat arena.

NanoLumens, headquartered in Atlanta, Georgia, creates display visualization solutions that deliver truly

immersive customer experiences and great return on investment. NanoLumens digital displays are designed

and assembled in the USA and are extremely slim, ultra-lightweight, energy efﬁcient, and feature a bright,

seamless, high resolution picture quality that can be viewed from any angle without color shift or image

distortion. The company’s patented display technology can transform the way marketers engage their

customers in every type of retail, hospitality, stadium, arena, transportation, and public event environment.

All NanoLumens displays accept input from nearly any device or content management system. There is no

need for special software, hardware, or special personnel to display content beautifully. With a proﬁle of

only a few inches and operating with nearly zero heat or noise, all NanoLumens displays can be installed on

virtually any surface without being obtrusive, adding the ‘WOW’ factor to any indoor or outdoor environment

without taking up precious space. With quality backed by an industry leading, Six Year Warranty,

NanoLumens is your collaboration partner for visualization solutions that live up to your imagination. For

more information, visit: www.NanoLumens.com

“My Team and I had dreams and didn’t even know if it was possible to create what we wanted to

do until we learned about NanoLumens, they enabled our dreams. They exceeded our dreams.

NanoLumens is such a WOW way to deliver content and create an experience. They came through

with ‘Here’s how we can deliver this.’ They exceeded our expectations for what we thought we

could do versus what they knew we could do. They ratcheted up the idea and made what many

thought was impossible … possible. NanoLumens is like digital art … it is there and is supportive,

but it doesn’t take over, it doesn’t overwhelm. It is a WOW factor. To deliver this content is so

exciting for us. This is art … people get pleasure from this.” – Amy Latimer, President, TD Garden

NANOLUMENS.COM 888.771.NANO (6266)

ABOUT THE TD GARDEN

ABOUT NANOLUMENS