NHL Kraken Marketing Center
The Seattle Kraken Marketing Center brings brand, sales, and workplace together within a 4,400-square-foot environment within the historic Seattle Center. designed around the identity of Seattle’s NHL team, Rather than treating branding as a graphic layer, the interior translates the Kraken into a spatial experience. It integrates storytelling with the settings used to meet, work, and engage prospective partners and clients.
Seattle, WA
Experiential Design
Brand Experience
4,400 SF
A new glass entry gives Seattle’s New Frontier a distinct presence beneath the Space Needle in the historic Seattle Center.
Layered graphics begin the visitor experience at the threshold, filtering daylight through the organization’s visual identity.
The new entry creates a visual interest point, with its bold branded colors contrasting the historic Science Center.
The reception space introduces the story of Seattle Center through integrated graphics, artifacts, and changing light.
Exposed structure becomes part of the experience, framing a sequence of exhibits tracing the site’s cultural history.
A hospitality-focused reception area combines storytelling, display, and informal gathering within a light-filled setting.
A folded wood ceiling defines the reception lounge and brings warmth to the otherwise brand-derived material palette.
Layered displays turn the circulation path into an exhibition, connecting Seattle’s past with the future of the site.
Exhibits, archival imagery, and illuminated graphics create a cultural timeline.
Immersive lighting punctuates the exhibition sequence, shifting the visitor experience from informational to experiential.
Work and meeting spaces occupy the building’s perimeter to support the daily and logistical activities of the Kraken NFL marketing center.
Glass-enclosed meeting spaces balance openness with focused work while maintaining visual connection across the workplace.
A detailed model of the Climate Pledge Arena - built for 1962 World’s Fair amidst the cultural backdrop of the Space Race - anchors the experience, allowing visitors to understand the scale and ambition of the franchise.
