FRCH Design Worldwide Helps The Sports Museum of America Get Their Game Face On
2008-05-06 00:22:01 -
www.frch.com/cms/content_article_lists/articlePage/1/118 - Sports Museum of America Barbara Pflughaupt, 646-826-2846 barbara@sportsmuseum.com OR FRCH Design Worldwide Kevin Dugan, 513-362-3394 kdugan@frch.com The Sports Museum of America (SmA) www.sportsmuseum.com will be the first of its kind when it opens on May 7, 2008 in New York City. SmA, in partnership with more than 50 individual Halls of Fame and other leading sports organizations, will be the nation's only interactive, multi-media all-sports experience. SmA worked with FRCH Design Worldwide to capture the emotion of sport in the museum's logo, brand identity and retail experience.
"The museum's brand represents the SmA experience which is designed to be a balance of fun, entertainment and inspiration," says Steve McGowan, FRCH Design Worldwide vice president and managing creative director. "Our goal for all elements of this project was to give visitors goose bumps - a term we use to describe the emotion of the sports experience."
"The SmA identity is more than our team's colors and logo," says John Paul Basile, SmA vice president of marketing and sales. "It visually reinforces the museum's dedication to the ideals, history and cultural significance of sports in America. Following a branding study by Curtis & Perry of New York City, we crafted an identity that is exuberant and fun to be around, while representing the deeper, inspirational meaning of sport."
In addition to creating the official logo and brand color palette, FRCH consulted on natural extensions to help reinforce the brand's sports attitude. This brand palette includes words and phrases like "SmAckTalk" and "Do You Have SmAttitude?" They are contemporary expressions of the brand that will naturally change over time to reflect this next-generation museum's evolution.
In creating the museum's 4,400 square foot retail space, FRCH created in-store graphics that are not athlete-specific. This gives the store more flexibility and ability to adapt over time based on exhibits and regardless of athlete popularity.
"The FRCH design of The SmA Store is a wonderful blend of functionality and visual excitement," says Marcy Davis, SmA vice president of retail & special events. "Through the use of graphics, video and innovative product display, it powerfully blends the feel and themes of the experience into a retail environment."
The museum is located in the heart of downtown New York City, at the base of the Canyon of Heroes, where the city's famed ticker tape parades are held.
"There is a new patriotism evolving from this neighborhood - from the magnificent Statue of Liberty outside the museum's doors to SmA now and, in a few years, the nearby World Trade Center memorial, says McGowan. "This rich past and promising future also influenced our work."
FRCH creates distinct customer experiences for other sports-related clients, including Under Armour and Dick's Sporting Goods.
About the Sports Museum of America:
The Sports Museum of America (SmA) is the nation's first and only all-sports experience richly showcasing the history, grandeur and significance of sports in American culture. Created in exclusive partnership with over 50 single-sport Halls of Fame, National Governing Bodies and other sports organizations across North America, SmA features amazing state-of-the-art interactive technologies, dramatic original films and an iconic collection of sports memorabilia. SmA will also be home to the legendary Heisman Trophy and the Billie Jean King International Women's Sports Center, including the first Women's Sports Hall of Fame. Located in New York City at 26 Broadway (next to the "Charging Bull" and footsteps from the Statue of Liberty Ferry), the Sports Museum of America officially opens May 7, 2008. www.sportsmuseum.com.
About FRCH Design Worldwide
FRCH Design Worldwide is an international architecture, interior design, graphic design and brand strategy firm serving the retail, mixed-use, hospitality, restaurant, entertainment and corporate office markets. The firm received the Wall Street Journal Best Places to Work Award for 2007. Visit www.frch.com to learn more.
A high-resolution, four-color jpg file is available here: tinyurl.com/5g7twn.
For more high-resolution logo files and other brand graphics, contact Kevin Dugan.
FRCH Helped Create Logo, Brand Identity and Retail Experience for
New All-Sports Museum, Opening May 7th in NYC
