The Challenge
The University of Miami had an outdated locker room that no longer reflected their bold, modern brand, nor did the floorplan work for the players on a day-to-day basis. Starting in 2018 with a phased approach, Jack Porter and Miami Football worked their way through the football operations facility renovating and planning each space, working hard to improve space functionality and capture the swagger of the Miami brand. In the final phase of the project, the area of focus – with the most impact – was the “Dwayne ‘The Rock’ Johnson Locker Room” and lounge.
The Strategy
As part of the discovery process, Jack Porter conducted a focus group with the Miami football team to understand the goals and priorities for the space directly from the players. Based on the survey data collected, the Jack Porter team designed a sleek and more functional space that uniquely reflects Canes Football featuring strong brand moments, new up-to-date lockers with large comfortable seating, personal space and secure storage. Dynamic color changing lighting – synchronous with a top-of-the-line sound system – allows the Canes to provide a highly customizable experience from dark and dramatic with a lot of contrast for team media and creating an impactful first impression to serve recruits, or to function as ambient lighting for day-to-day movement throughout the space.
Impact
The University of Miami’s football locker room now provides players and recruits a dramatic and modern area with strong brand moments ideal for capturing social content. The result is a dramatic, high tech locker room that feels like you are entering into an elite level program that is “All About the U”.
