Graphic DesignPrintHospitality

American Airlines Center

A die-cut menu system for the Luxury Suites at the home of the Dallas Mavericks and Dallas Stars.

The American Airlines Center at dusk, with outlined “AAC Luxury Suites” lettering and the arena seal

Client: American Airlines Center
Industry: Sports & Entertainment
What we forged: Menu system · Die-cut covers · Editorial design

A window into the suites.

The Luxury Suites at the American Airlines Center are some of the best seats in Dallas, and their menus needed to feel the same. Guests should know they are somewhere special before they turn a single page.

We took our cue from the suites themselves. Mirrored domes, white stools and steel stairways are cropped into circles and die-cut through brushed-metal covers, and round tabs make every section easy to find: Menu Packages, Food and Beverage, Healthier Selections, Day of Event and Policies.

Menu packagesFood and beverageDay of event

The cover

Cut from the suites

One row of five circles does all the work. Die-cut through the cover, each window frames a detail of the suites, and the same circles repeat as a tonal pattern and as index tabs along the edge.

Close-up of the Luxury Suites menu cover with photo-filled circle windows and round index tabs for Day of Event Menu and Healthier Selections

Angled view of the cover’s round die-cut tabs labeled Policies and Procedures and Day of Event Menu

Brushed-metal cover with die-cut circles showing black-and-white photos of the suites

Gray pattern of tonal circles with a row of five photo circles: white chairs, steel stairs, a handrail, mirrored domes and white stools

A family of menus

One look, every occasion

The system stretches across a Day of Event menu with a line drawing of the arena, an Event Dining cover and section dividers, so every piece feels like part of the same set.

Brushed-metal Day of Event Menu cover with a white line drawing of the arena and die-cut photo circles

Event Dining menu cover with die-cut photo circles and a stepped Beverages tab

Food and Beverage divider page with five photo circles and round edge tabs, held open by a hand

Close-up of the Luxury Suites Food and Beverage divider over a tonal circle pattern

Inside

Game-day appetite

Inside, full-bleed food photography and arena moments from Mavericks and Stars games sit beside clean, easy-to-scan menu pages, with the suites’ own bars and kitchen team setting the scene.

Menu spreads: crispy wings beside the Menu Packages page, and the Dallas Stars arena beside a gourmet burger

Menu spreads: a buffet beside the Dallas Mavericks arena, and the Beverages wine list beside a lit wine wall

Policies and Procedures spread with food ordering details beside a smiling chef in the kitchen

Suite-level bar with mirrored ceiling domes, a padded silver canopy and white sculptural stools

Suite-level bar with green ceiling lighting, a marble counter and screens showing American Airlines Center content

Ready to raise the bar?

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