NFL Experience

  • Client: Cirque du Soleil
  • Location: New York, New York


  • Strategic Development
  • Master Planning
  • Concept Development + Refinement
  • Design + Development
  • Graphic Design + Wayfinding
  • Project + Production Management
  • Technical, Lighting + Audio Design
  • Media Production
  • In-Field Art Direction
  • Installation Supervision

Located in New York City’s Times Square, NFL Experience is a high-tech attraction that lets visitors immerse themselves in America’s favorite sport. In partnership with the NFL and Cirque du Soleil Entertainment Group, Thinkwell provided a wide range of creative, design, and production services to bring the NFL Experience to life.

With more than 20 interactive touch screen stations representing 32 NFL teams, the innovative design uses technology and interactive media elements to take visitors on a complete journey through the football experience—from being a fan to being a player on the field at the Super Bowl.

Notable attractions include the Super Bowl Celebration Room, which uses augmented reality to bring visitors on the field for the biggest celebration of the year; Huddle Up, an immersive point-of-view experience that puts visitors inside the huddle as the quarterback; and the NFL Game Plan Challenge, which uses elaborate special effects and a unique projection system to let visitors meet former Oakland Raiders and Tampa Bay Buccaneers coach Jon Gruden and get ready for the big game. Thinkwell Media also contributed editing and production services, in conjunction with NFL Films, for the Immersive Media Tunnel that concludes the attraction as well as other media elements in the experience. 

To read full press release, click here.