Treating VIPS like MVPS
NFL HOUSE raised the bar for ultra-premium hospitality starting in 2012—and it’s still going strong.
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.
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.
Our in-house studio and fabrication shop created every aspect of the NFL HOUSE—from initial concepts down to the final nail.
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.
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.
Average time spent inside by members—in other words, they didn’t want to leave
The NFL has trusted GMR as their exclusive NFL HOUSE agency partner for 10 years and counting
The owners of the Miami building loved the designs so much, they bought them and turned them into permanent fixtures. Casa LIV lives on!
Graphic & environmental design
Partnership strategy & relationship management
Sponsorship strategy & negotiation
Event tracking & analytics
Experiential fabrication, installation & support
Staffing & training
Social strategy & amplification
And many more