Pixelwerx partnered with Push Play to bring the Howl Zone interactive pop-up experience to life at Target Center, supporting a brand activation with Target and the Minnesota Timberwolves.
The experience was designed as a highly visible, interactive environment where fans could engage with the brand through physical play, wayfinding, and bold visual storytelling. Pixelwerx produced and installed a wide range of graphics and branded elements that transformed the space into a cohesive, immersive activation.
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The Howl Zone activation needed to stand out in a busy, high-traffic sports and entertainment venue while remaining intuitive and engaging for fans of all ages.
The environment included multiple interactive zones, each requiring clear visual cues, durable materials, and precise placement. Graphics needed to guide visitors through the experience, reinforce brand identity from every angle, and withstand heavy foot traffic throughout the event.
Execution required coordination across floor surfaces, structural elements, and custom display components — all within a tight event timeline.
Pixelwerx approached the Howl Zone as a fully integrated experiential build.
Working under Push Play’s creative direction, our team produced a variety of large-format graphics designed to work together as a single environment. This included custom floor graphics used for wayfinding and interaction, vinyl graphics applied to structural posts, branded display elements, and graphics defining the basketball shooting zone.
All elements were produced in-house to ensure consistency across materials, colors, and finishes. Installation was carefully planned and executed to align with venue requirements and event schedules, ensuring the space was ready for fan engagement without disruption.
The finished Howl Zone activation delivered a bold, playful experience that attracted attention and encouraged participation.
Floor graphics guided visitors through the space, clearly defining interaction areas while reinforcing brand messaging. Branded posts, display elements, and interactive graphics worked together to create a cohesive environment that felt intentional from every viewpoint.
Pixelwerx’s execution ensured the experience was visually striking, durable, and event-ready — helping the activation succeed in a fast-paced, public venue.
This project succeeded because of close collaboration and disciplined execution.
Push Play led the creative concept and experiential design, while Pixelwerx focused on translating that vision into physical reality. In-house production allowed Pixelwerx to manage color consistency and material performance across diverse applications, and experienced installation ensured everything came together seamlessly on site.
The result was an immersive activation that balanced creativity, clarity, and durability — essential qualities for experiential work in live environments.
