Caesars Superdome
The Caesars Superdome, an iconic New Orleans landmark, has been reimagined to elevate the fan experience with modern upgrades and innovative retail solutions.
The Caesars Superdome is an enclosed, multi-purpose stadium located in New Orleans, Louisiana. Home to the NFL’s New Orleans Saints team, the venue holds around 83,000 fans. The Superdome recently underwent a $560M renovation, with enhancements made to improve the fan experience as they prepare to host Super Bowl LIX in 2025. They are a fully cashless operation throughout, including concessions and merchandise.
While the iconic building remained largely unchanged on the outside, the Superdome received a major upgrade inside, featuring significantly more natural light and modern features. According to Saints’ President, Dennis Launch, the major impetus “was to reimagine our guest experience for all customers and make it as fan-friendly as possible.”
We worked with Fanatics and the Superdome team to bring more retail experiences to fans walking into the stadium. In addition to the two main Team Stores, one on the ground level and the other upstairs, Fanatics wanted to introduce portable, satellite shops on the main concourse that would bring their merchandise directly to where people would be, versus asking them to seek out the pro-shop.
We designed modular, rolling cabinets that form a flexible, configurable retail space when opened. The interior of each cabinet features track lighting and moveable merchandise displays that are ready to show off jerseys, hats, jackets, and signature large gold chains.
When not in use, the cabinets close and lock, allowing them to be securely stored between events. They can also be relocated, allowing Fanatics to adjust their retail operations to stadium traffic—whether they want to greet guests as they enter through the main gates or position them closer to the seats to create a new retail moment.