Below the Chop

Coors Light at Truist Park, Atlanta Braves

THE ASK

In the spring of 2021, Coors Light, their agency, Jack Morton, and design/build firm, Paramount & Co., teamed up with Pinpoint to bring to life a new and reimagined “Below the Chop.” Below the Chop is an exclusive hospitality space along the right field warning track at Truist Park, where up to 90 fans can enjoy a field-level view of the Atlanta Braves’ games. It includes a private bar, buffet station, one-of-a-kind wall decor and tribute imagery, high-top tables, and bleacher-style seating. As Paramount’s fabrication and production partner, Pinpoint executed the creative vision for the Coors Light-branded experience. We built a 3-dimensional baseball bat wall, fabricated new concepts for the bar and serving areas, printed and fabricated wall coverings, panels, and signage. Even the hallway that leads to and from Below the Chop was transformed into a visually engaging Coors Light experience.

THE WORK

With Jack Morton and Paramount focusing on the form and function of the space, providing the design and creative scope, Pinpoint was the production and fabrication partner.

We employed a range of our shop machinery for large-format printing, laminating, routing, and laser cutting to manufacture the custom-made graphics and elements. We used a range of materials in the production of the space: aluminum composite, wood walls, vinyl wraps, and baseball bats.

The location had many obstructions that posed installation challenges, but thanks to our team of experienced problem-solvers and craftsmen, they managed it handily. Pinpoint provided recommendations on wall and floor material adhesives, removing exit signage, identifying light/power sources, and documenting both visible and hidden obstructions. Jack Morton and Paramount leaned on Pinpoint to ensure all installations were up to fire code as directed by Truist Park’s chief fire inspector.

Deliverables

  • Graphics for wrapping refrigerators
  • Graphics for high-boy table tops
  • Graphics for buffet-island cooler fronts
  • Customized baseball bat wall installation, featuring 1000 raw ash bat handles, peg board panel, hidden mounting, concrete wall anchors
  • Router-cut aluminum composite vinyl-faced Coors Light logos
  • Hallway and wall signage, including concrete wall applications, acrylic lettering, and wood wall graphics
  • Custom wood paneling for bar face and venue walls

Let’s Work Together!

Contact Pinpoint for creative fabrication, custom signage, large-scale printing, and spatial experience development. We empower brands to deliver remarkable results and experiences.

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