ESPN

That was the question we asked ourselves when ESPN tasked us with revolutionizing the set design for SportsCenter to accompany the brand’s efforts to upgrade the studio with the latest technology.

The original design was based on four corners intersecting into the studio. We kept the bare bones of the space but turned a square into a circle, bringing the show back to its roots.

The new design is centered on a circle, and the outer walls radiate around the center of the studio creating three distinct segments. The main area is the largest LED wall on the ESPN campus spanning 48’ wide and towering 17’ tall accompanied by a LED floor that spans the width of the LED wall and comes towards the center of the studio. The flanking verts left and right of the screen have been updated in design and technology.

ESPN then tasked us with designing a virtual space within the LED volume. The virtual design feels part of the SportsCenter universe but brings it future forward. Capitalizing on the SC architecture and metallic materials we created a dynamic environment pushing the extension of the main set.

We then explored a whole new look for the East wall, reimagining the catwalk and framing the main stone wall with a wood portal to add an essence of warmth to the set. Lastly, we tackled the west wall and introduced the largest touch screen in the entire world of sports. Spanning 110” diagonally, it cantilevers out in front of the dimensional acrylic wall with color pixel tape so the entire wall can change color and create patterns to line up with the unique graphic design. Above this is a large LED banner that flanks down to create two LED towers to create interesting moments of content from above, left and right. We also reimagined the sportscaster desk, creating something new that is clean yet future forward as well as a new conversational desk that harkens to future proof design aesthetic.