AWS Sports Forum 2025
AWS at re:Invent 2025 — a multi-league Sports Forum spanning the NFL, F1, Bundesliga, NHL and PGA TOUR, with spatial design, interactive AI data installations and bold art direction.
Client: AWS · Disciplines: Art Direction, Graphic Design, Event Production, Stage Design, Creative Technology, AI Development, Events, Conferences, and Parties
A production by Production Club, a Los Angeles based creative studio.
Sports Forum
re:Invent 2025
Creative Direction/Spatial Design
Museum-style showcase of AWS’ implementation in global sports organizations creating deeper fan engagement and understanding of the game.
Drag to explore
Textures
Throughout the space elements take on materials nodding to high school gyms to the professional sports world.
Zoning
Activations are categorized by type of experience and grouped within the space.
Interactivity/Development
Artistic contemplative data analytics are visualized through bespoke installations revealing insights into the game.
F1 Insights
In the 30 seconds it takes an attendee to walk the length of our 100ft wall, AWS has processed over 660 million data points from a single Formula 1® race.
Each flowing line is an F1 telemetry stream analyzed in real time from more than 300 sensors embedded in each car, capturing data such as position, speed, and tire pressure. As AWS services process and interpret these values, they converge into insights that predict overtakes, pit stops, and split-second strategy calls, generating these bursts of light and form. It’s a living sculpture of information, a visual reinterpretation of how data becomes decision at the speed of Formula 1®.
Bundesliga Tower of Power
The Bundesliga uses AWS generative AI to convert match data into commentary in different languages and with varying styles, from casual to expert, in near real-time. That means the same event can sound entirely different depending on who’s watching.
In this installation you take control. With three oversized knobs you select the point in the match, choose the language, and pick the tone of the commentary. The screen shows the clip and the interface that transforms raw match data into a personalized narrative. It’s a live demonstration of how personalization turns football data into an experience that speaks to every single fan.
Art Direction/Graphic Design
Various objects, materials and textures arranged at differing elevations within the venue nod to the nostalgia of sports in a tactile, playful, on-the-field experience.
Many leagues, one conference
Showcasing AWS’ AI integration in multiple sports organizations required a cohesive approach allowing all activations to stand out on its own.
Palette, hierarchy
Flyers
Entry Moment
Zone storytelling & wayfinding
Activation signage
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