Legends Lounge is an immersive hospitality series designed to celebrate Legends and their stories across sporting events. Founded by sports hospitality experts, every Lounge delivers truly memorable experiences.



The brief was to develop a brand capable of being subservient to any given sporting Legend. Thus allowing the Legend to take ownership and hero status of each event. The concept creates multiple stories and journeys representative of each and every Legend.



The Legends Lounge identity hangs from the icon as an abbreviated visual signal. Constructed with two L’s, it can be used as a device to frame imagery and graphics which allows for subtle consistency of the Legend brand.