Loretta Fulvio, RID, IIDA
Associate Principal, Senior Vice President, and Design Director of Sports and Entertainment Interiors

“People like to be entertained by something – space, place, people, circumstances, choices and rewards. It’s the lighting, the energy and vibe, the way a patron feels about the total experience; the view, the taste, the touch, the sound, the incredible customer service (yes, we are engaged in that delivery, too). All of these are crucial attributes to delivering a well-orchestrated, deeply immersive, experiential environment.”  


About Loretta

With more than 30 years of experience designing some of the world’s most celebrated stadia, Loretta has earned a reputation for designing interiors for sports and entertainment environments that evoke the spirit of a team, their fans and community. Her portfolio includes the Dallas Cowboys’ AT&T Stadium, the Minnesota Vikings’ U.S. Bank Stadium and the Los Angeles Stadium at Hollywood Park, which will be home to the Los Angeles Rams and the Los Angeles Chargers, and will open in 2020.

What’s different about Loretta’s approach is that she invents experiences that fans have not yet had. One look inside U.S. Bank Stadium tells the story more specifically. Want to sit at a firepit, outside, on a balcony, overlooking downtown Minneapolis while sipping hot cocoa? You’ll be able to do that at a Vikings home game. You’ll also be able to stand on the turf, yet remain inside your own private box, replete with a kitchen with a free-standing island reminiscent of something seen on a home renovation show. The catch? In this instance, the back deck —a field box concept on the field turf—gives fans the (hyper-real) feeling that an NFL game just happens to be playing in their backyard.

“As sports and entertainment designers, we are the ambassadors of the fan experience. We think about the entire arc of engagement, starting from the minute a fan leaves home – because that is what our industry is competing with: a cozy couch, a great flat-screen TV and a fridge within arm’s reach. “

Professional Credentials

Registered Interior Designer – State of Texas
International Interior Design Association
American Institute of Architects
American Society of Interior Designers
Texas Association of Interior Designers

Education

Bachelor of Fine Arts, Interior Design