christopher mcgauran
Client: Beam Suntory
Role: Creative Direction, Experiential Design, Spatial Strategy
THE STORY
Beam Suntory’s regional field teams frequently secure strategic partnerships with professional sports franchises across the NBA, NFL, and MLB. These partnerships extend beyond sponsorship visibility, often creating opportunities to establish permanent branded footprints inside stadium concourses, suites, outfield zones, and even airport terminals.
The opportunity was not simply to place logos inside venues, but to design physical environments that translate brand personality into built experience — spaces where fans gather, connect, and consume.
THE OBJECTIVE
Design and build immersive brand destinations that function as both high-performing concession environments and memorable experiential touchpoints.
Each space needed to deliver quality cocktails, operational efficiency, and strong visual storytelling while responding to the realities of a stadium setting: high volume, speed of service, durable materials, and intuitive traffic flow.
Beyond utility, the goal was to create “stadium destinations” — environments fans would intentionally seek out before, during, and after games. The spaces needed to feel premium without slowing service, immersive without compromising throughput, and distinct while aligning with the architectural language of each venue.
THE MOVE
Between 2015 and 2018, I led the design and development of more than ten branded stadium environments across multiple Beam Suntory portfolios. Many projects began with a blank canvas inside raw concourse or suite spaces.
Each activation translated brand identity into architectural form through material selection, lighting, custom displays, and integrated seating concepts. Cocktail programming was thoughtfully adapted for sporting environments, balancing elevated serves with speed and practicality.
From bourbon-forward lounges to vibrant tequila haciendas, the environments were designed as experiential anchors within the larger venue ecosystem — premium spirits destinations that elevated the stadium’s hospitality offering while driving brand connection at scale.
THE RESULT
More than ten in-stadium and venue-based environments were successfully launched across major U.S. markets, several of which remain under continuous contract today. These spaces have become popular fan destinations and celebrated additions to their respective stadium amenities.
By blending operational strategy with experiential design, the work transformed sponsorship assets into permanent, revenue-driving brand environments — reinforcing brand presence while enhancing the overall fan experience.
SELECTED PROJECTS
The Jim Beam Black Club — PPG Paints Arena
The Jim Beam Bourbon Bar — New Era Field
Effen Vodka Bar — SunTrust Park
The Jim Beam Highball Bar — Citi Field
The Stillhouse South — BMO Harris Bradley Center
Hornitos Hacienda — Citi Field
The Jim Beam Bourbon Bar — Citi Field
Jim Beam Apple Bar Concept — Citi Field
RumTiki Concept — LAX Airport
Jim Beam Pop-Up Experience — Brooklyn Boardwalk