nParallel, a strategic trade show design and fabrication company that also concepts and manufactures retail spaces, is building out three experiences for New Era to bring their nationally-recognized NFL caps and lifestyle clothing to Super Bowl LII.
“When our long-time client New Era approached us with this three-prong project of helping them create a cohesive brand experience across Minneapolis, we were ecstatic,” said nParallel President Megan Diamond. “Not only do we love when we get to work locally, but we’re huge sports fans, and we knew exactly how to bring New Era to life in Minneapolis.”
The official New Era kickoff will take place on Saturday, Jan. 27 at 10 a.m. where New Era will open at the NFL Experience & Shops at the Convention Center. The official cap company will boast an 1,100 square-foot retail shop – the Super Bowl’s largest spot for exclusive NFL merchandise. With decades of experience in retail displays, nParallel methodically created the retail shop to showcase the merchandise in a way the would draw in attendance and build upon Super Bowl excitement.
With Nicollet Mall’s reopening, nParallel designed and constructed a 400 square-foot space in the old Dayton’s/Macy’s building as part of the Super Bowl LIVE experience on Nicollet Avenue. This retail and brand experience will provide fans with 10-days of fanfare and features activities for everyone. During the development phase, nParallel’s was sure to provide New Era with a physical environment that would bring fans into the space to get their Super Bowl LII gear.
To continue the momentum and build upon the Convention Center and Nicollet Mall, nParallel helped New Era design and fabricate two rolling kiosk display areas that will be on-site at U.S. Bank Stadium for fans attending the Super Bowl to pick-up their memorabilia on game day.
“It’s been quite the honor to support one of our national clients in our backyard for one of the biggest events in Minnesota’s history,” said Diamond. “Our clients and projects range from coast-to-coast, and when we have the opportunity to work in our home state, our home city, we can’t help but bring a creative lens that is inspired by the community in which we operate and live.”
New Era has been a client of nParallel’s since 2009. nParallel has helped the company design and fabricate retail spaces, kiosks and interactive initiatives to help New Era further sell their sports and lifestyle gear. nParallel was responsible for concepting and manufacturing New Era’s Houston Super Bowl experience, All-Star Game shops and other interactive events that attract national audiences.
nParallel advises large and small companies across the nation and in Minnesota with brands such as General Mills, Chief Manufacturing, Angie’s BOOMCHICKAPOP, Wolter’s Kluwer, Kobelco and more.