10 January, 2024

Collaborating with champions

Tech Superpowers worked with Gensler and the Boston Celtics to provide AV design and collaboration technology for the new Celtics HQ at the Hub on Causeway.

“The Boston Celtics are not a basketball team, they are a way of life.” – Red Auerbach Head Coach Boston Celtics 1950 to 1966


Building on a longstanding relationship with the Boston Celtics, Tech Superpowers collaborated with the CTO to design the network for team’s new headquarters at The Hub on Causeway, a mixed-use development with direct connection to TD Garden. Located steps from home court, the project presented a unique opportunity to design a space that incorporates the energy of the game and embodies the team’s iconic brand.

Passion, community, and unity are key values of the Celtics’ organizational success. Accordingly, it was important that the new environment enable all staff to feel connected and inspired while also providing gathering spaces for celebrations and events.

Crossing the threshold in the new headquarters evokes the energy of stepping on the basketball court with wood parquet floors unique to the famed Celtics home court. The interior and environmental graphic design work together to showcase the team’s winning legacy through installations of the championship banners, retired numbers, and the evolution of the Celtics brand. A custom-designed “net” wraps the stair that connects the two floors. Inspiration from both streetball culture and elements of the arena create a dynamic café and flex space for connecting over lunch, holding an internal event, or inviting the community into the headquarters.

The new workplace creates a “home” for each staff member with custom-designed workstations and offices complemented by a variety of open and enclosed focus, collaboration, creative, and meeting spaces. The balance of space types allows for enhanced productivity, flexibility, and connection among staff. Special attention was paid to ensure the workspace creates equity in both the physical and virtual working environment by integrating flexible video meeting rooms, dedicated desks that serve as home base at the office, and various alternate environments to support focus and collaboration. Additionally, the robust amenities program is tailored to the needs of their organization and includes locker rooms for game-day prep, a café and flex space with sweeping city and harbor views, and a video-production studio.

Like we did for the Red Auerbach practice facility in 2018, Tech Superpowers worked with long-time partners Cisco Meraki to acquire the core network equipment and handled the logistics and delivery of the entire network to the site without touching the equipment first for configuration. Leveraging Meraki’s “Zero Touch Deployment” technology, the network could be configured in the cloud, with the pre-configured settings all downloaded and installed as soon as the equipment was powered up. Today, the network powers the Boston Celtics to their next championship.

All images by: © Robert Deitchler / Gensler

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