ATMOS REWARDS: MATCHDAY CLUB
WHERE TRAVEL MEETS THE GLOBAL GAME
EXPERIENTIAL DESIGN | POP-UP EXPERIENCE | FAN ENGAGEMENT
Atmos Rewards wanted to turn Seattle’s biggest summer of soccer into a loyalty experience with the energy of the global game. For five matchdays, Studio Butch transformed a Pioneer Square space into Matchday Club—a hospitality and watch-party destination designed for Alaska Airlines and Atmos Rewards members.
Studio Butch designed the full experience and partnered with HOMETEAM, who hosted in their fantastic space. Across five matchdays, the modular environment changed to celebrate the next countries taking the pitch, pairing big-screen viewing and collectible fan gear with a dedicated Titanium-level lounge and personal customization that made member status feel immediate, useful, and unmistakably fun.
A LITTLE SKY. A LITTLE STADIUM. ONE SHARED WORLD.
Matchday Club brought the worlds of travel and sport together through an environment built around connection. At the center of the experience, the Cloud Deck—a VIP mezzanine exclusively for Titanium members—sat inside a floating cloud sculpted from soccer balls. Below, hand-painted balls traced Alaska Airlines’ global flight routes beneath the big screen, turning an icon of the game into a story about where travel can take us.
The experience was designed to evolve. Country-specific flags, food, pins, graphics, and fan details shifted between events, allowing the space to reset for each new matchup while maintaining one recognizable Matchday Club identity.
That flexible system kept the experience fresh across five distinct matchdays and gave returning guests something new to discover each time.
At the Atmos Rewards Unlock Shop, member status became a key to the experience. Guests received a personalized Matchday Pass featuring their Atmos Rewards level, which unlocked tiered access to swag, customization, and hospitality.
Fans could build gear around their own identity using country flags, collectible pins, heat-press graphics, and other customizable elements. The result was a reward that felt personal instead of predetermined—and a visible expression of both fandom and membership.
Every journey also pointed toward the next one. Guests placed paper-airplane pins on a world map to mark their dream destination, extending Matchday Club beyond the final whistle and back into the spirit of travel.
Across five matchdays, Matchday Club turned loyalty into something guests could enter, unlock, wear, and share. By combining thoughtful tier recognition with the collective energy of the game, Atmos Rewards gave members a reason to feel closer to the brand—and to one another.
YOUR STATUS UNLOCKED THE EXPERIENCE. YOUR STORY MADE IT PERSONAL.
AT-A-GLANCE
CLIENT: Atmos Rewards / Alaska Airlines
TYPE: Experiential Design / Pop-Up Experience / Fan Engagement
LOCATION: Seattle, Washington
PHOTOGRAPHERS: Josh Partee / Christopher Brown
ACTUALIZATION: Five-part matchday watch-party and loyalty experience
PARTNERS: HOMETEAM
OUR ROLE:
Creative Direction
Experience & Spatial Design
Environmental Graphics
Event Production
On-Site Operations
PROJECT GALLERY
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