Picture Flap for the Toronto Blue Jays
Location: Toronto, Ontario, Canada (Banner Club at The Rogers Centre)
Use Case: Stadiums and Sports Branding
Client: Toronto Blue Jays
Design Style: Experiential Sports Marketing
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Custom Picture Flap Specs
Size: 5 ROWS x 17 COLUMNS
Dimensions: 60.6″ x 204″ x 9.5″
Finish: Classic Black Sheet Metal Casing
Image Style: Toronto Blue Jays Branded Imagery
Installed: 2024
Where does nostalgia fit into modern stadium design?
Project Overview
The Rogers Centre is the home of the Toronto Blue Jays. It’s a landmark stadium in downtown Toronto known for its retractable roof and multi-purpose design. Since opening in 1989, it has hosted baseball games, concerts, and other major events – becoming a key hub for sports and entertainment in the city.
The stadium has undergone a nearly $400 million renovation over two years. Phase One focused on revitalizing the outfield – introducing new fan spaces like the Corona Rooftop Patio and improved bullpen views. These additions offer a more engaging ballpark experience. Phase Two revitalized the lower bowl, upgrading sightlines and seating to face the infield for a more suitable fan experience.
In addition to wider aisles and more comfortable seating, new premium options like the TD Lounge and Rogers Banner Club offer exclusive amenities. The upgrades aim to enhance both fan and player experiences, with new concessions and improved on-field facilities such as an upgraded AstroTurf for player safety.
Enhancing the fan experience was at the forefront of the renovation. The goal was to create a more dynamic atmosphere through intentional design, making the stadium a more welcoming and enjoyable place to catch a game. Specific interactive signage was installed around the stadium to create a dynamic experience for all.
Stadium Use
The 17-foot-long Picture Flap display in the newly renovated Banner Club is a key feature that elevates the interactive experience. The Banner Club is a massive Blue Jays branded sports bar right inside the stadium – it’s also one of the newest premium seating options available in the Rogers Centre. The massive mechanical display, chosen for its nostalgic appeal, highlights iconic Blue Jays players like José Batista, Tony Fernandez and moments from the ‘92 and ‘93 World Series. The flipping motion captures attention and connects fans to the team’s history in a visually dynamic manner on a timeless display.
As the Banner Club is clad in red, white, and Blue Jays memorabilia, the sign acts as a timeless celebration of the Blue Jays History. The sign sits at eye level behind glass, like a museum exhibit, and flips through the players and moments of The Jay’s yesteryear – an ode to the only Canadian team in the MLB. From updated signage to themed social spaces, every detail in the renovation reflects culture and fan engagement. The Picture Flap touches all these points with its kinetic movement and homage to retro imagery and tech. This installation promotes the team’s legacy and creates a visually engaging focal point. Helping to blend seamlessly with the overall aesthetic while drawing fans deeper into the Blue Jays experience.
The renovation moves beyond structural improvements to focus on storytelling and fan engagement. The Picture Flap serves as both a tribute to the Blue Jays’ legacy and acts as a way to immerse fans in the game-day atmosphere. Helping to make the Rogers Centre more than just a stadium — a celebration of baseball.
Press and Media
The Rogers Centre stadium renovation received a slew of positive press from top sports outlets. The Sports Business Journal said the updates made the stadium into a “ballpark with personality,” while MLB.com said the changes added “nuance to how the park plays.” The Blue Jays fan portal keeps fans updated on the progress of Phase Two, and top firm Populous documented the renovations on their site.
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FAQS
Why is a stadium wall like Oat Foundry’s Picture Flap great for venues like The Banner Club?
A Picture Flap wall is more than just sports signage: it’s a statement of team identity. In venues like The Banner Club, where fans and guests experience the game in a premium setting, the Picture Flap becomes a centerpiece of storytelling. It brings motion, sound, and anticipation to the space, while maximizing space efficiency, rotating through up to 20 images instead of covering multiple walls with static photos. The result is a dynamic installation that blends storytelling, nostalgia, and design innovation to keep fans engaged from every angle.
How does the installation enhance fan engagement?
The Picture Flap display captures attention through movement and sound, turning what could have been traditional static stadium signage into a memorable, shareable experience. It serves as a statement piece, drawing fans in with motion, nostalgia, and surprise without using another digital screen.
Where is the Picture Flap located inside the stadium?
It’s featured in the Rogers Centre’s Banner Club, one of their premium fan areas.
How else could I use analog technology at my stadium?
Analog technology can bring warmth, authenticity, and storytelling to any part of your venue. Teams use it to enhance stadium sports museums and heritage galleries, where the display can cycle through team highlights. In stadium lounges and VIP areas, analog VIP signs or kinetic displays can add a premium, nostalgic touch that complements digital screens.
You can also apply our Split Flap in high-traffic areas, such as sports bar menus or concession stand menus, similar to our display at Citizens Bank Park. Another option is in stadium gyms and training facilities. Custom gym signs in the form of a Split Flap can share game day schedules and shout outs while reinforcing sports branding and team identity.
Each of these installations creates a more human, interactive fan experience, blending modern design with the timeless charm of analog craftsmanship.