TD Garden

When the Boston Bruins made the Stanley Cup Playoffs in 2019, art_works teamed up with the legendary NHL franchise to create a hall of portraits of its current players, which became one of TD Garden's Hidden Hallways.

Industry: Sports and Entertainment
Company Partners: The Boston Bruins, The Sports Museum of New England
Services: Art Sourcing, Visitor Engagement

Goal + Impact: Bruins tasked art_works with engaging their gameday fans in a new and unexpected way. In turn, we dreamed up a mock art gallery to honor their current players and playoff run. The installation became a testament to the power of art activating non-traditional spaces, creating memorable experiences that extend beyond typical stadium branding. 

All of our programs with TD Garden integrate the arena's marketing and innovation strategies while illustrating the value of art in unexpected settings. In a secondary initiative, art_works partnered with The Sports Museum of New England to revamp one of The Garden's VIP lounges with archival photos of historic Bruins and Celtics lineups—a collaboration that continues to expand the possibilities of cultural experiences within sports entertainment venues.