CASE STUDY DESCRIPTION
After spending more than twenty years playing home games in the iconic Turner Field, the Atlanta Braves of Major League Baseball announced they would be transitioning to a new playing facility prior to the 2017 season. The announcement of this move predictably caused a bit of stir amongst legions of Braves fans upset that their team was leaving their longtime downtown home. Understanding this dramatic move would come with an adjustment period, the Braves top brass felt the need to create a fan experience just as powerful as the one found at “The Ted,” Atlanta’s colloquial nickname for Turner Field. Above all else, baseball is a game rooted in tradition, and this fundamental nature of the sport left the Braves facing a unique challenge: How do you embody decades of team history into a facility that is brand new?