New York Arena Partners Enlists TPG Architecture as AOR of UBS Arena Preview Club

May 14, 2021 - by commARCH
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New York Arena Partners Enlists TPG Architecture as AOR of UBS Arena Preview Club

In the summer of 2019, the New York Arena Partners broke ground on the new arena and entertainment complex, UBS Arena in Elmont, New York, the future home to the NHL’s New York Islanders professional ice hockey team.

What is the purpose of the new arena and entertainment complex?

To drive attention, traffic, and sales to the new arena, ownership has created a unique guest experience for premium prospects and potential partners in the Flatiron neighborhood of Manhattan at the UBS Arena Preview Club.

Courtesy of UBS Arena 


What was the role of TPG Architecture in the project?

TPG Architecture was enlisted as AOR of the Preview Club, with the task of implementing the design and bringing this carefully curated visitor journey to life. The firm also worked alongside interior design firm Goodrich and Hornall Anderson, who developed the experience strategy.

When inviting guests on the journey to the future of sports and live entertainment at UBS Arena, it was important for the UBS Arena Preview Club to evoke a multi-sensorial and immersive experience that is broken up into distinct areas to enhance their overall excitement. When visitors walk into the main welcome lounge, they are immediately greeted with the Islanders’ logo, in its classic blue and orange colors, displayed on a wall of hockey pucks. Continuing to embody a welcoming and social environment, the sales center lounge is complete with a club bar, banquette seating, and a gallery wall. Adjacent to the welcome lounge is a mini-theatre with a state-of-the-art sound system that plays a promotional video for UBS Arena, allowing guests to get a glimpse of what will be the most premiere sports and entertainment destination, merging boutique hospitality with live entertainment.


The Preview Club will provide prospects the opportunity to see how UBS Arena will not only be the new home for the New York Islanders, but also be the new space for leisure and entertainment for the New York Metro community. The arena will have several spotlight suites and private clubs that are inspired by classic and timeless New York City bars and cocktail lounges for guests to enjoy before and/or after an event. With input from Live Nation, UBS Arena will also serve as the stage for live music performances from the nation’s top artists. Continuing to build anticipation of UBS Arena’s Fall 2021 opening, an exhibition area in the Preview Club showcases a scaled model of the arena, artist and entertainment-themed memorabilia, and a replica of the iconic Stanley Cup.

On the far side of the sales center, guests can explore exact replicas of the individual, private suites within the future arena. The vignettes are designed to showcase the premium furnishings and finishes that will be available in each suite, for interested buyers to choose from. To further enrich the experience and commemorate the one-of-a-kind opportunity to secure their place in history, the prospects are given the chance to be part of the venue and organization by signing a framed print of the arena in their new suite location.

How did TPG help bring the design concept to reality?

TPG successfully brought this concept to life through their meticulous attention to detail and proven ability to deliver the client’s aspirations. TPG’s designs are reflective of the UBS Arena brand, history of the Belmont Park area and spirit of the Islanders franchise, exemplifying the firm’s ability to curate spaces that are suggestive of storytelling.