USA House 2012

Royal College of Art, London.
27 July - 12 August 2012.


"It isn't the mountains ahead that wear you down. It's the pebble in your shoe."
- Muhammed Ali


During the London 2012 Olympic Games, Timebased were proud to be selected to create USA House on behalf of Team USA.


We transformed the 3 levels and exterior courtyards at Royal College of Arts, into a dynamic and flexible hub that could be used to host media briefings, VIP interviews, medal celebrations, sponsor meetings and general relaxation, away from the fervour of the Olympic Park. The fresh and welcoming venue sat against the backdrop of Hyde Park. The perfect location and venue for the USA team and their key support personnel and families.


The space was designed to incorporate key sponsor areas. With a two-storey Team USA Store with areas for Nike, Ralph Lauren, Oakley and official Team USA merchandise. There were three separate Deloitte conference rooms, a United Airlines lounge, Coco-Cola courtyard and Budweiser deck overlooking the Royal Albert Hall. The walk way was lined with sponsor BMW bikes, which members of the team could use to travel around London.


The exterior was subtly dressed, with branded vinyl logos on the entrance doors. The interior was well resourced and inspirational. We created a unique, comfortable home away from home for the international visitors. Set over three floors, the hospitality suite consisted of an elegant and secure reception, fully catered hospitality lounge and dining area, two private outdoor areas, with courtyard and weather protected state of the art LED screens provided by Samsung and a shopping area for guests to enjoy as well as public visitors.


The interior was decorated with homely features, including a mix of contemporary furnishings, premium lighting and creative artwork. The different spaces were well connected through a sophisticated and elegant, understated style.


"This is amazing! Its everything we wanted and everything we expected it to be. Thank you."
- United States Olympic Committee


The result and transformation of the venue was impressive. Creating a fresh, homely and well branded venue to host Team USA athletes, as well as their friends, family, organisers, sponsors and VIP guests. An inspirational and creative temporary home to sporting legends both past and present.



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