Powering The NFL Takeover
How Signs Express created a flagship fan experience in the heart of Dublin
Location: Dublin, Ireland
Event: NFL’s First Ever Regular-Season Game in Ireland
Partner Venue: St Stephen’s Green Retail Unit
As the NFL made history with its first-ever regular-season game in Dublin, the league wanted a branded retail presence that could match the excitement of the game and the energy of its fanbase. The challenge? Transform a blank retail unit into an immersive, multi-sensory fan store experience - in just one week.
That’s where Signs Express Bath, Swindon & Salisbury stepped in.
Create a fully branded NFL retail pop-up that would:
Deliver “wow factor” both inside and out
Align visually with the global NFL brand, while celebrating the Irish connection
Provide a cohesive, immersive experience for fans travelling from across the world
Be delivered in under a week, across international borders
This wasn’t signage - it was event architecture, created under pressure with a powerful deadline and a zero-margin-for-error mindset.
Challenges
With only a few days from arrival to opening, the team had to navigate:
International logistics, including customs clearance and freight timelines
On-site constraints, working with multiple contractors and limited setup windows
Real-time problem-solving, including building new timber structures and additional graphics less than 12 hours before doors opened
Brand consistency, across a variety of materials, finishes, and formats - from illuminated signage to turf-style carpeting
This required not just experience, but multi-skilled, high-functioning teamwork operating at speed.
Solution
The transformation of the space required multiple layers of visual storytelling, brought to life through creative problem-solving and flawless execution.
Exterior Signage & Street Presence
30 metres of full-flooded window graphics, wrapping the façade in bold NFL visuals
A premium flex-face system at the main entrance, welcoming fans into the space with a clean, high-impact finish
Interior Experience & Fan Journey
Tension Frame Systems (TFS) throughout the store, creating sleek, seamless brand environments with high-resolution printed fabrics
A 3.5m × 2.4m illuminated lightbox, adding depth, brand visibility and ambient lighting
500 square metres of printed event carpet, styled like turf to evoke the stadium feel
Branded counters and fixtures, including a custom TFS-wrapped counter with Foamex side panels
Vinyl-wrapped mannequin stands and integrated digital screen surrounds
A branded café exit wall, built from timber with Velcro-mounted stretch fabric for fast install
Every detail worked together to immerse fans in the NFL universe - even in the heart of Dublin.
Execution
Delivered by a six-person install team, the entire environment was built in just seven days - including site prep, install, problem-solving, and final dressing.
Working collaboratively with the NFL’s contractors, brand teams, and logistics providers, the Signs Express team:
Installed all elements with precision under pressure
Responded dynamically to last-minute print and build requirements
Provided on-the-ground creative solutions to maintain momentum and brand fidelity
The result was a seamless, premium retail environment that felt more like a permanent flagship than a temporary pop-up.
Impact & Results
The project achieved everything it set out to - and more:
Delivered a cohesive, brand-immersive space that impressed both NFL teams and fans
Created high levels of social media buzz, becoming a must-visit spot during game week
Supported the NFL’s wider brand goals of global expansion and fan experience
Executed with zero delays, zero compromises, and full on-time delivery
Received an “excellent” rating from the client, specifically praising the visual impact, attention to detail, and professionalism under pressure
Why it matters
This was not just a signage project - it was a flagship international activation, delivered under pressure and against the clock. It showed that Signs Express doesn’t just make signs - we engineer brand environments that connect with audiences, inspire engagement, and leave lasting impressions.
From logistics to lighting, this project proved how multiple disciplines - print, build, install, and design - can come together in one unified experience when delivered by the right team.
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