TBA introduced a revitalised look and feel to the X Games in Aspen, Colorado, combining creative design with immersive brand experiences that resonated with both fans and athletes. 

From the moment fans arrived, they were taken on an engaging journey, beginning with a powerful welcome arch structure and extending across three key activation zones: 

• XIP (X Games Interactive Pavilion): A three-tiered slope-side hospitality hub offering premium views, exceptional service, and a high-end yet relaxed atmosphere, designed for guests seeking the ultimate winter sports experience. 

• X Fest Snow: A high-energy fan zone featuring diverse interactive activities for all ages. This brand-new concept elevated the excitement around winter sports, providing guests with hands-on experiences that celebrated the adrenaline and culture of the X Games. 

• The Athletes Lounge: A comfortable, exclusive retreat for professional athletes between events. Designed to prioritise rest, entertainment, and premium hospitality, it offered much-needed escapism for competitors to recharge during the high-intensity competition. 

With this holistic approach to live experience design, TBA successfully energised the X Games brand and deepened audience engagement on and off the slopes.