Major League Soccer (MLS) asked STUDIOS to design their new headquarters, located in midtown Manhattan. The growing organization wanted a space that would evoke the excitement of the game, establish a recognizable brand, and reflect the group’s status as a major American league within the sports community.
STUDIOS worked closely with MLS staff to develop a strategic set of themed branding experiences-such as the “Hall of Numbers” and “Soccer Nation” that guide visitors through the space.
The soccer theme is fostered through the inclusion of authentic game equipment and memorabilia. Regulation nets cast in resin panels serve as decorative wall hangings, and glass shelves and millwork display boxes showcase trophies, players’ cleats, balls, and other artifacts. MLS’ logo blue was incorporated throughout the space, as well as logos and images from the organization’s current member teams and from the U.S. Soccer Hall of Fame.
Challenged to develop a concept that would minimize the impact on the existing architecture of the building, STUDIOS created a series of architectural “insertions” in public and other high use areas.