Ticketmaster
H-town Suite
PROJECT FOCUS
Design–Build | Experiential Interior | Sports & Live Entertainment
An interactive suite experience designed and built to celebrate Houston’s grit, creativity, and culture — giving influencers and celebrities a reason to share the moment.
The Ticketmaster H-Town Suite is a design–build transformation of a premium suite inside NRG Stadium, completed for the 2025–2026 NFL season. Developed in partnership with the Houston Texans and Ticketmaster, the project reimagines the traditional game-day suite as a space that works equally well for hospitality, content, and real use over the course of a full season.
Rather than treating the suite as a one-time reveal, the goal was to create an environment that could hold up week after week—through shifting momentum, packed games, and meaningful moments—without feeling staged or overly branded.
OVERVIEW
Client: Houston Texans, Ticketmaster
Location: Houston, Texas
Venue: NRG Stadium
Season: 2025–2026 NFL Season
Services: Experiential interior design, design–build, custom artwork, fabrication coordination, installation oversight
PROJECT DETAILS
/ Creative direction and spatial concepting
/ Interior design and material strategy
/ Custom artwork and wall treatments
/ Fabrication coordination
/ Installation oversight inside an active NFL venue
/ Documentation for ongoing use and content
OUR ROLE
THE BRIEF
Ticketmaster and the Texans were looking to rethink how branded suites function inside a live NFL environment. The space needed to:
Support partner hosting during games
Serve as a content-forward backdrop for creators and media
Reflect Houston’s culture and energy
Feel authentic and lived-in, not corporate
Meet NFL venue requirements and tight in-season installation windows
The challenge was aligning aesthetic and operation. The suite had to perform under real conditions and maintain appearance from launch to seasons end.
DESIGN APPROACH
The design balances the Texans’ brand identity with Ticketmaster’s role as a cultural connector. Houston-specific references, subtle nods to live music and events, and tactile, durable materials were used to ground the space in the city and its energy.
Every element was selected with longevity in mind—surfaces that could take wear, layouts that supported movement and conversation, and details that photographed and filmed well without feeling overly produced. The intent was simple: create a room people actually want to spend time in.
The suite was executed at the beginning of the season, before outcomes were known. As the year unfolded, the space transitioned from a new build into active infrastructure—used consistently for games, partner hosting, and content activations.
As the stakes increased late in the season, the suite continued to function as intended. Materials held up, layouts remained flexible, and the space supported real moments rather than just appearances. This in-use performance reinforced the value of designing environments for durability, adaptability, and authenticity over one-time impact.
IN-SEASON PERFORMANCE
Interactive Elements
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Interactive Elements
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OUTCOME
Today, the Ticketmaster H-Town Suite is a working part of the Texans’ game-day ecosystem. It supports Ticketmaster’s broader experiential strategy while demonstrating UXD’s ability to operate at the intersection of brand, culture, and live entertainment—inside one of the most demanding environments in professional sports.
The project is part of a growing body of UXD work within sports venues and long-cycle brand programs, where success is measured not at launch, but over time.
Frequently Asked Questions
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A redesigned premium suite at NRG Stadium created to support hospitality, content, and partner experiences throughout an NFL season.
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United By Design (UXD) led creative direction, interior design, and full design–build delivery.
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It was designed to feel lived-in and authentic, prioritizing real use, durability, and flexibility over a purely corporate aesthetic.
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Yes. While tied to the NFL season, materials and fabrication methods were selected for longevity and reuse beyond a single season.
