NCL – NHL Winter Classic

In October, I was hired by Boom Ventures to design a 20×20 experiential activation for their pitch to Norwegian Cruise Line, aimed at showcasing NCL’s Great Stirrup Cay to NHL fans during the annual Winter Classic. Set within a high-energy fan fest, the challenge was clear: cut through the visual and literal noise and pull people into the experience.

The solution centered on a bold architectural anchor—a lighthouse inspired by the iconic structure on the island itself. Crowning the tower was a custom light fixture modeled after an NHL goal light, complete with a siren that activated whenever a visitor scored during the interactive hockey game below.

Following the award of the project, we worked closely with our fabricator to ensure the design intent carried through every detail of the build. Boom brought the concept to life this past week in Tampa, activating the full 20×20 experience. The result was a true standout on the fan fest grounds, with the NCL team thrilled to see an execution that was every bit as playful, immersive, and detailed as the original vision presented back in October.