EMPIRE: Full Circle Museum, Super Bowl LX
The Project
For Super Bowl LX weekend, EMPIRE opened the doors of 1 Montgomery and invited the city—and the world—to experience 15 years of culture, innovation, and artist-first infrastructure through a museum lens. The goal wasn’t to create another branded moment. It was to build a place people could feel, where legacy lived in the details and the storytelling moved like culture moves: layered, non-linear, and alive.
We designed EMPIRE 15: Full Circle as a five-pillar exhibition—Origins, Innovation, Artists & Impact, Global Impact, and The Bay—so visitors could step into different facets of the story while still sensing the same throughline: access, ownership, and community scale. Each pillar combined archival storytelling with museum-grade presentation—memorabilia, artifacts, audio, and spatial design working together to make history tangible.
The Partnership
Levi's Strauss & Co, Jordan, and EMPIRE felt like a clean partnership because it wasn’t forced. Each brand already lives at the intersection of sport, music, and style, and the Bay is the shared home frequency. Home Turf at 1 Montgomery wasn’t just product + programming; it was culture-forward storytelling that respected the city and the artists who shape it. Levi’s brought heritage and craft, Jordan brought athletic mythology and design heat, and EMPIRE brought the community infrastructure and credibility to make it real. With thousands of RSVPs and thousands of attendees all weekend, the energy stayed authentic, busy, joyful, and rooted.
Event Recap Video
The Museum
Media Coverage
Credits
Lead Producer:
Jen Truc Kaplan
Creative Director:
Larry Gordon
Creative Director, Copy:
Jerry R. Louis
Creative Director, Design:
Andenew Ayele
Spatial Designer:
Clinton Allen
Creative Strategist:
Adam Sanders
Project Manager:
Amanda DiLauro
Executive Producer:
Stefanie Behringer
Creative Director, Founder:
Nate Nichols
Client Partner leads:
Shauna Alexander, Peter Kadin, Nima, Ghazi, Anysia
EMPIRE photographers:
Kayla, Hannah Hazy, Kayla DeGuzman, Saylor Nedelman
Fabrication partner:
JMP
AV partner:
VOX
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