Treating VIPS like MVPS

NFL HOUSE raised the bar for ultra-premium hospitality starting in 2012—and it’s still going strong.

An outside view of NFL Super Bowl VIP Experience. The circular building glows at night.
Stunning electric design of the words Casa LIV for NFL House

Connected Activations
Experience Design
Sensorial Technology
Purposeful Partnerships

Before we built the first NFL HOUSE, the NFL’s valued VIPs were feeling like the away team.

They had nowhere to escape the Super Bowl crowds. We dreamed up an invite-only private club where elite guests could conduct business, relax and mingle with NFL legends. These ultra-VIP business clubs have started popping up at major events worldwide—but the NFL HOUSE was the first.

the story we made

NFL House room has two golden statues of cheetahs
Bienvenido a Miami

Our designers imbue every NFL HOUSE with the sights, sounds and vibes of its host city. For Super Bowl LIV in Miami, guests were transported from the beach to the gardens to the strip—all within our space.

Sports Marketing made fun. Custom branded domino game pieces by GMR Marketing

Beautiful bar area designed by GMR Marketing looks and feels like a tropical bar that would normally exist on a beach

Seating area near bar has beautiful custom colorful floors and comfortable seating for everyone

Designed and fabricated entirely in-house

Our in-house studio and fabrication shop created every aspect of the NFL HOUSE—from initial concepts down to the final nail.

NFL House rendering NFL House Final rendering
Wall of cabana hats
Every detail matters

Look closely at the 32 panama hats, and you’ll notice each has a team-colored ribbon. The blue tile? It’s actually a lighter and sturdier wood that has been treated to look like tile. Yeah, we obsessed over every square inch of the space.

Cell phone with  preview of the NFL House LIV member login screen
Software that went everywhere

GMR managed hospitality, security and logistics end-to-end with our proprietary Orchestrate platform. The NFL received hourly reports on everything from guest flow to liquor flow.


2.5 HRS

Average time spent inside by members—in other words, they didn’t want to leave

10 YRS

The NFL has trusted GMR as their exclusive NFL HOUSE agency partner for 10 years and counting

Paid the ultimate compliment

The owners of the Miami building loved the designs so much, they bought them and turned them into permanent fixtures. Casa LIV lives on!

Before look at the NFL House empty and white After look at the NFL House bar colorful
It took a wide range of skills to execute a project of this complexity.

Graphic & environmental design 

3D rendering 

Partnership strategy & relationship management 

Sponsorship strategy & negotiation 

Event tracking & analytics 

Hospitality marketing 

Experiential fabrication, installation & support 

Venue management 

Inventory management 

Staffing & training 

Social strategy & amplification

And many more