Contract - America's Lounge: Dallas Cowboys Stadium, designed by HKS, Inc.

design - features - hospitality design



America's Lounge: Dallas Cowboys Stadium, designed by HKS, Inc.

10 January, 2011

-By Amy Milshtein


At 3 million sq. ft., it’s the largest NFL venue ever built, and visitors to Cowboys Stadium in Arlington, Texas, can see much more than a game. In fact, Dallas Cowboys owner Jerry Jones had another idea in mind. “Just think of this building as the newest unrivaled destination point that just happens to have football games in it 10 times a year,” he says. “On the other 355 days of the year it must be able to chameleon into so much more.” With its eight premium clubs and four branded bars, all designed by HKS, Inc., the stadium delivers Texas-sized hospitality with elegant, international flair.

“The Jones family wasn’t the ordinary client,” remembers Loretta Fulvio, RID, IIDA, vice president, senior interior designer, HKS, Inc. “They were incredibly hands-on and wanted everything to be exactly right. We collaborated constantly, and they challenged us to bring the stadium to a new level.”

Inspired by their unique experiences and world travels, the Jones family brought their personality to every aspect of the venue. For instance, Mrs. Jones is very fond of her Cartier compact and wanted its scalloped design to appear somewhere in the stadium. HKS answered by translating that design to the entry hall ceiling. At the stadium’s front door, it sets an immediate tone. This venue is neither a bare-bones, rough and tumble sports venue of old, nor a slavering shrine to the Cowboys.

That’s right, the logo, branding, and memorabilia of what is arguably America’s Team takes a back seat to a luxurious, sophisticated, cosmopolitan feel that reads like a five-star hotel. Exotic woods, custom millwork and fabrics, Italian glass tiles, leathers, and stone abound. An impressive array of contemporary art created for and inspired by the stadium’s distinctive architecture adds excitement.

Each of the different hospitality areas offers a unique feel and experience. The Main Concourse Club, for example, provides a large venue in natural materials and hues, accented by architectural lighting elements that are reminiscent of skeletal footballs. The neutral brown tones could be called pigskin but would look just as deep and rich in any five-star spa or resort.

The Founder’s Club is an offshoot of the Main Concourse Club and delivers the same solid, traditional feel on a more intimate scale. “We had to offer different sized venues with different feels,” says Mark Timm, RID, IIDA, technical director, HKS, Inc. “They needed the gamut from more conservative, traditional spaces to trendy sophisticated ones.”

For example, with its black, blue, and sparkle fleck granite floor, silver accents, and white textured walls, the VIP Terrace Main Concourse Club pumps up the hip factor. Isolated from the crowd with no view of the field, it’s a cool spot that stands on its own. Similar in feel, the branded bar offers a wine-tasting venue that sparkles with mirrors, lights, and white walls balanced by warm brown woods and leathers. Perhaps most charming are the coffee tables that look like oversized silver pebbles. “I kept wishing there would be an extra one that I could take home,” admits Fulvio.

Traditional spaces are plenty, as well; it’s no mistake that the Silver Level Club looks like an elegant airport sky club. The Cowboys partnered with American Airlines to create a branded space that could host large parties. “The monumental architecture had to be reflected in these spaces while remaining humanly scaled,” says Timm. “Nothing in this project came right out of the box. Everything was worked over and over to create an exciting, comfortable experience.”

Perhaps one of the most flexible spaces, the Marketing Suite works as an executive boardroom during the week, complete with a traditional table and chairs. On game day it morphs into a divisible, exclusive club. “It’s sleek, clean, and natural,” Brett Daniels, senior director of corporate communications, Dallas Cowboys, says of the entire space. “Branding was kept neutral to allow guests to customize to their needs.” Subtle gestures, like the five-pointed star on the door or the long horn-inspired light fixture over the bar, provide a playful wink and nod.

But for the fans that can’t get enough of their team, the NFL Sideline Club provides unparalleled access. Players pass through the area to get to the field, while a high-energy light show pumps up the excitement. “It’s the first space of its kind,” says Fulvio.

That’s just one of many firsts. From the retractable, domed roof to the approximately 170,000-lb. on-field jumbotron, Cowboys Stadium offers football fans more than a place to watch a game. “It’s a five star experience no matter what the ticket price,” continues Fulvio. “It just gives you chills.”


who
Project: Cowboys Stadium. Owner: City of Arlington, Operator – Cowboys Stadium LP. Architect: HKS, Inc.; HKS Sports and Entertainment Group, Bryan Trubey, AIA, design principal. Interior designer: HKS Interiors Group, Loretta Fulvio, IIDA , senior designer; Mark Timm, IIDA, technical director; Julie del Angel, IIDA, technical director; Emily Becker, RID, technical designer; Lori Holtkamp RID, technical designer; Rina Burnett, IIDA, designer. Contractor: Manhattan Construction Company, Inc. Lighting: JMEG. Engineering: Walter P. Moore, Campbell & Associates. Kitchen: Ricca Newmark. Landscape: Newman, Jackson, Bieberstein. Graphics: Selbert Perkins. Acoustician: WJHW. Furniture dealer: Workplace Solutions, BKM Dallas. Photographer: HKS, Inc.

what
Wallcoverings: Innovations, Maya Romanoff, Textile Mania. Paint: Crafton, Bollen International, Sherwin-Williams. Dry wall: Merick Brothers Dallas. Flooring: Stone Marketing International, Sadler Stone. Carpet/carpet tile: Atlas, Interface, Durkan, Blueridge. Ceiling: Armstrong, Tectum, USG, Transformit. Lighting: Various Custom Fabrications, Foscarini, Terzani, Dark Lighting, Focal Point, Kundalini. Doors: Eggers Doors. Glass: Oak Cliff Mirror + Glass, DGB Glass, Vision Products, Jennings Glass. Seating: Martin Brattrud (lounge, banquettes, barstools); CabDeco (barstools); Charles Allen (barstools). Upholstery: Spinneybeck Leather, Innovations Collections. Tables: Prismatique (cocktail); Hardrox (bar height); Martin Brattrud (occasional tables); The Phillips Collection. Architectural woodworking: Latta Construction, Khoury, Inc., Lundy, Inc. Signage: FTS Austin. Plumbing fixtures: Kohler, Hans Grohe.

where
Location: Arlington, Texas. Total floor area: 2.7 million sq. ft. No. of floors: 8. Average floor size: Approximately 200,000 sq. ft.



America's Lounge: Dallas Cowboys Stadium, designed by HKS, Inc.

10 January, 2011


HKS, Inc.

At 3 million sq. ft., it’s the largest NFL venue ever built, and visitors to Cowboys Stadium in Arlington, Texas, can see much more than a game. In fact, Dallas Cowboys owner Jerry Jones had another idea in mind. “Just think of this building as the newest unrivaled destination point that just happens to have football games in it 10 times a year,” he says. “On the other 355 days of the year it must be able to chameleon into so much more.” With its eight premium clubs and four branded bars, all designed by HKS, Inc., the stadium delivers Texas-sized hospitality with elegant, international flair.

“The Jones family wasn’t the ordinary client,” remembers Loretta Fulvio, RID, IIDA, vice president, senior interior designer, HKS, Inc. “They were incredibly hands-on and wanted everything to be exactly right. We collaborated constantly, and they challenged us to bring the stadium to a new level.”

Inspired by their unique experiences and world travels, the Jones family brought their personality to every aspect of the venue. For instance, Mrs. Jones is very fond of her Cartier compact and wanted its scalloped design to appear somewhere in the stadium. HKS answered by translating that design to the entry hall ceiling. At the stadium’s front door, it sets an immediate tone. This venue is neither a bare-bones, rough and tumble sports venue of old, nor a slavering shrine to the Cowboys.

That’s right, the logo, branding, and memorabilia of what is arguably America’s Team takes a back seat to a luxurious, sophisticated, cosmopolitan feel that reads like a five-star hotel. Exotic woods, custom millwork and fabrics, Italian glass tiles, leathers, and stone abound. An impressive array of contemporary art created for and inspired by the stadium’s distinctive architecture adds excitement.

Each of the different hospitality areas offers a unique feel and experience. The Main Concourse Club, for example, provides a large venue in natural materials and hues, accented by architectural lighting elements that are reminiscent of skeletal footballs. The neutral brown tones could be called pigskin but would look just as deep and rich in any five-star spa or resort.

The Founder’s Club is an offshoot of the Main Concourse Club and delivers the same solid, traditional feel on a more intimate scale. “We had to offer different sized venues with different feels,” says Mark Timm, RID, IIDA, technical director, HKS, Inc. “They needed the gamut from more conservative, traditional spaces to trendy sophisticated ones.”

For example, with its black, blue, and sparkle fleck granite floor, silver accents, and white textured walls, the VIP Terrace Main Concourse Club pumps up the hip factor. Isolated from the crowd with no view of the field, it’s a cool spot that stands on its own. Similar in feel, the branded bar offers a wine-tasting venue that sparkles with mirrors, lights, and white walls balanced by warm brown woods and leathers. Perhaps most charming are the coffee tables that look like oversized silver pebbles. “I kept wishing there would be an extra one that I could take home,” admits Fulvio.

Traditional spaces are plenty, as well; it’s no mistake that the Silver Level Club looks like an elegant airport sky club. The Cowboys partnered with American Airlines to create a branded space that could host large parties. “The monumental architecture had to be reflected in these spaces while remaining humanly scaled,” says Timm. “Nothing in this project came right out of the box. Everything was worked over and over to create an exciting, comfortable experience.”

Perhaps one of the most flexible spaces, the Marketing Suite works as an executive boardroom during the week, complete with a traditional table and chairs. On game day it morphs into a divisible, exclusive club. “It’s sleek, clean, and natural,” Brett Daniels, senior director of corporate communications, Dallas Cowboys, says of the entire space. “Branding was kept neutral to allow guests to customize to their needs.” Subtle gestures, like the five-pointed star on the door or the long horn-inspired light fixture over the bar, provide a playful wink and nod.

But for the fans that can’t get enough of their team, the NFL Sideline Club provides unparalleled access. Players pass through the area to get to the field, while a high-energy light show pumps up the excitement. “It’s the first space of its kind,” says Fulvio.

That’s just one of many firsts. From the retractable, domed roof to the approximately 170,000-lb. on-field jumbotron, Cowboys Stadium offers football fans more than a place to watch a game. “It’s a five star experience no matter what the ticket price,” continues Fulvio. “It just gives you chills.”


who
Project: Cowboys Stadium. Owner: City of Arlington, Operator – Cowboys Stadium LP. Architect: HKS, Inc.; HKS Sports and Entertainment Group, Bryan Trubey, AIA, design principal. Interior designer: HKS Interiors Group, Loretta Fulvio, IIDA , senior designer; Mark Timm, IIDA, technical director; Julie del Angel, IIDA, technical director; Emily Becker, RID, technical designer; Lori Holtkamp RID, technical designer; Rina Burnett, IIDA, designer. Contractor: Manhattan Construction Company, Inc. Lighting: JMEG. Engineering: Walter P. Moore, Campbell & Associates. Kitchen: Ricca Newmark. Landscape: Newman, Jackson, Bieberstein. Graphics: Selbert Perkins. Acoustician: WJHW. Furniture dealer: Workplace Solutions, BKM Dallas. Photographer: HKS, Inc.

what
Wallcoverings: Innovations, Maya Romanoff, Textile Mania. Paint: Crafton, Bollen International, Sherwin-Williams. Dry wall: Merick Brothers Dallas. Flooring: Stone Marketing International, Sadler Stone. Carpet/carpet tile: Atlas, Interface, Durkan, Blueridge. Ceiling: Armstrong, Tectum, USG, Transformit. Lighting: Various Custom Fabrications, Foscarini, Terzani, Dark Lighting, Focal Point, Kundalini. Doors: Eggers Doors. Glass: Oak Cliff Mirror + Glass, DGB Glass, Vision Products, Jennings Glass. Seating: Martin Brattrud (lounge, banquettes, barstools); CabDeco (barstools); Charles Allen (barstools). Upholstery: Spinneybeck Leather, Innovations Collections. Tables: Prismatique (cocktail); Hardrox (bar height); Martin Brattrud (occasional tables); The Phillips Collection. Architectural woodworking: Latta Construction, Khoury, Inc., Lundy, Inc. Signage: FTS Austin. Plumbing fixtures: Kohler, Hans Grohe.

where
Location: Arlington, Texas. Total floor area: 2.7 million sq. ft. No. of floors: 8. Average floor size: Approximately 200,000 sq. ft.
 


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