The Work

MillerCoors Branded Environments

Stunning fan destinations at stadiums across the US

MillerCoors engaged GMR to transform several branded fan destinations at stadiums and ballparks across the country, beginning with the newly-constructed Mercedez-Benz Stadium (Falcons). Despite the stadium being under construction during the entire process, our team brought five stunning environments to life. We developed branded bars for Miller Lite, Redd’s Apple Ale, Blue Moon and newly acquired craft brewery, Terrapin, as well as the first-ever consumer-facing branded space for the redesigned Redd’s Apple Ale. 

In the world of Major League Baseball, MillerCoors challenged us to completely take over the highly visible space in the right field of Kauffman Stadium (Royals) to bring Blue Moon to life in a bold way. We created a 15’ tall overhead sign, a custom Kansas City Royals mural and an artistic interior wrap that really redefined the space.

Miller Lite also came to GMR with an opportunity to augment the branding on the Miller Lite Rooftop at PNC Park (Pirates). We worked to develop branded enhancements to the entrance, portable bar structure and group party sections. We also created an additional visible stadium asset for Miller Lite by incorporating a custom illustration into the build.

At Comerica Park (Tigers), we developed a new concept called the “Miller Lite Pitcher’s Pub,” transforming the interior and updating the theme with a stronger visual identity that aligned closely with Miller Lite and the game of baseball.

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