Club Verizon - MSG

We reimagined Club Verizon as a culturally driven, premium social hub that celebrates the intensity of New York City sports fandom while delivering flagship hospitality. Located within Madison Square Garden (MSG), this 100 person capacity venue transforms the pre-game experience into an immersive journey where design, technology, and service converge.
The experience starts at the Arrival Concierge, a sleek, intimate escape from the arena featuring digital activations and social-ready moments. This leads into the Red Salon, a lounge where iconic MSG moments are celebrated within the architectural arches. A truly multi-functional space, the Salon doubles as an event and broadcast studio. When teams are on the road, it activates as a destination for private livestreams and exclusive meet and greets. The experience culminates in the Dining Hall, pairing chef-crafted menus with immersive video storytelling of Madison Square Garden's history.
The bar, featuring an arched window framing the NYC skyline, dynamically lit with Verizon brand colors. Every detail, from the signature glowing "V" in the building windows to the branded airplane flying over the skyline reinforces the brand identity.
Beyond home games, Club Verizon serves as a flexible activation space for 2025, hosting music events, chef takeovers, and exclusive meet-and-greets. This project successfully redefines the intersection of luxury hospitality and brand immersion.
Key Design Pillars
Immersive Storytelling
The design celebrates MSG heritage. The space features footage and still photography of iconic moments within the arches around the space.
Multi-Functional Space
The Red Salon is designed to double as a working studio. It hosts pre- and post-game interviews and live streams, amplifying the brand beyond the physical walls of the club.
Brand Integration
The space features a subtle yet powerful application of the brand palette, materials, and scents, anchored by a digital skyline view featuring a Verizon airplane element.