The Washington Capitals team up with CityCenterDC to celebrate their 50th anniversary outdoors.

Palmer Alley, just blocks from Capital One Arena, will be transformed and given a Capitals theme starting in September. Pucks, hockey sticks, a Weagle device and more will be hung in the shopping alley, casting shadows on the ground below. The installation is perfect for photos.

Photos

“Very cool,” Ted Leonsis wrote on X. “Fun activity for fans just around the corner from @CapitalOneArena before puck drop.”

The Capitals note that they partnered with PG County-based Design Foundry on the project and that the acquisition marks the first time a sports team has partnered with CityCenterDC on a sports-related installation.

“The Washington Capitals are proud to announce our partnership with CityCenterDC to provide fans with an immersive experience as part of our 50th anniversary celebration,” said Amanda Tischler, senior vice president of marketing for the Capitals. “Palmer Alley provides a spectacular backdrop for our fans to celebrate their love of the Capitals in a specially curated and visually stunning environment. We eagerly anticipate the debut of this experience in September and can’t wait for our fans to be a part of it.”

For those who would like to view the artwork, the address on Google is:
Citycenterdc, 994 Palmer Alley NW, Washington, DC 20001

The alley will remain Capitals-themed until November 11th.

The Capitals’ full press release can be found below:

CityCenterDC celebrates Washington Capitals 50th anniversary with Palmer Alley takeover

Pucks, hockey sticks, Weagle fixtures and more will be hung over Palmer Alley this fall as CityCenterDC honors 50 years of Capitals hockey

WASHINGTON, DC – The Washington Capitals and CityCenterDC announced today that the Capitals are taking over CityCenterDC’s popular Palmer Alley to celebrate the Capitals’ upcoming 50th anniversary season. Beginning in September, Palmer Alley will be transformed into a Caps atmosphere with pucks, hockey sticks, a Weagle device and more hanging throughout the shopping alley. The takeover marks the first time a sports team has partnered with CityCenterDC for a sports-related installation.

The takeover was conceived as an artistic interpretation of the Capitals brand in collaboration with Design Foundry, a local full-service event design, decor and manufacturing company. Design Foundry’s vibrant design showcases key tools of the game through iconic Capitals pucks and sticks, seamlessly intertwined with the stars from the Caps’ logo, symbolizing both the spirit and speed of the game. Playful bands in the team’s red and blue colors evoke the dynamic energy of the ice, while bold silhouettes of the stick and stars, depicted in striking lines, enhance the visual impact of the design. The puck, designed as a powerful cylinder, enhances the overall sense of movement and excitement. The design, with its dynamic shadows and energetic elements, pays homage to the team’s storied history and the exciting game that has defined the Capitals for five decades.

The pucks feature the Capitals’ 50th anniversary logo, a tribute to the organization celebrating half a century since the team’s National Hockey League debut during the 1974-75 season. The stars on the display symbolize the three stars on the Capitals’ jersey, representing Maryland, Virginia and Washington, D.C. – the three main geographic areas in the Capitals’ market – and are in keeping with hockey tradition as the best players of each game are named the game’s three stars. A giant topper featuring the Capitals’ iconic Weagle logo is also part of the takeover, with the Weagle hanging over Palmer Alley.

“With the start of each new season, Washington residents and tourists alike eagerly await the newest installation in Palmer Alley,” said Timothy R. Lowery, General Manager of CityCenterDC. “This fall, we are excited to partner with the Capitals to celebrate their 50th anniversary and transform that celebration into a citywide experience that can be enjoyed at several iconic locations. This collaboration is especially special as it is the first time we will be featuring an installation in Palmer Alley honoring such an iconic team in Washington, DC.”

This installation is enhanced by an exciting new Extended Reality (XR) activation for Palmer Alley, created by ARTECHOUSE.

“ARTECHOUSE is excited to partner with the Washington Capitals and CityCenterDC on an exciting new ALL CAPS XR activation for Palmer Alley, celebrating the Capitals’ 50-year history,” said Sandro Kereselidze, Founder and CCO of ARTECHOUSE. “Our studio team is excited to announce our first-ever sports-related partnership and looks forward to seeing how Caps fans interact with it.”

With its proximity to Capital One Arena, Palmer Alley provides fans with a unique setting to celebrate their fandom and 50 years of Capitals hockey. The installation is more than just an exhibit, it is an invitation for fans to be part of the celebration. Fans are encouraged to acknowledge the installation through their own social content and tag the Capitals and CityCenterDC social media accounts in their posts to foster a sense of community and shared excitement.

“The Washington Capitals are proud to announce our partnership with CityCenterDC to provide fans with an immersive experience as part of our 50th anniversary celebration,” said Amanda Tischler, senior vice president of marketing for the Capitals. “Palmer Alley provides a spectacular backdrop for our fans to celebrate their love of the Capitals in a specially curated and visually stunning environment. We eagerly anticipate the debut of this experience in September and can’t wait for our fans to be a part of it.”

The installation was a collaborative effort, designed by the Design Foundry team in conjunction with the Capitals, and carefully handcrafted, band by band, in Design Foundry’s Landover shop.

“We are absolutely thrilled to be part of the Capitals’ 50th anniversary celebration here in DC,” said Cory Frank, Director of Sales at Design Foundry. “We love bringing fresh, energetic designs to Palmer Alley, and partnering with the Caps to spread the excitement of the season throughout the city is a dream come true.”

The start of the acquisition is timed to coincide with the Capitals’ 2024-25 season. The Capitals’ regular season begins Saturday, October 12 at home against the New Jersey Devils. Before the home opener, fans are encouraged to visit Palmer Alley as part of their game day routine before the Capitals’ preseason schedule begins in September. The Capitals also have several home games in November ahead of the installation’s completion date of November 11.

About CityCenterDC:

CITYCENTERDC (www.citycenterdc.com) is a unique, pedestrian-friendly, 10-acre mixed-use development in the heart of downtown Washington, DC. Developed by Hines and Qatari Diar, the project includes over 221,000 square feet of retail space, 520,000 square feet of Class A office space, 458 rental apartments and 216 condominiums, a 360-room hotel, a 1,550-space parking garage, a public park, a central plaza, and pedestrian-friendly streets and alleys.

About ARTECHOUSE & ARTECHOUSE Studio:

ARTECHOUSE is an industry pioneer and leader in digital and experimental art, working daily to expand the possibilities of art through cutting-edge technology-enabled exhibitions. ARTECHOUSE Studio, the company’s in-house creative team, is an interdisciplinary collective of designers, architects, producers and storytellers who create ARTECHOUSE’s experiences but also work to bring partnerships to life online and offline – from XR activations to multi-sensory NYFW experiences and immersive storytelling.

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