The Nathan’s Famous activation in front of Yankee Stadium centered on a double-deck modular framing BeMatrix structure buildout dressed in vivid SEG (silicone edge graphic) prints — a 30′ × 30′ branded environment built and deployed in a single day on game-day stadium grounds. NVS Visuals handled every layer: structural BeMatrix engineering, SEG graphics production, custom Nathan’s mascot fabrication, full event production, and live food service operations.

Working under tight stadium-adjacent permitting and load-in constraints, NVS pre-built and pre-tested the BeMatrix frame structure in our Ridgewood facility, then deployed with full crew and materials staged for sequenced same-day install. Because fabrication, modular framing, graphics, and staffing all run under one roof, the build landed cleanly in the narrow window stadium operations allow — no third-party vendor handoffs, no shipping delays, no quality variance.

Modular Framing BeMatrix Structure

The structural anchor was a double-deck BeMatrix modular frame system. Modular framing is exactly what makes a single-day activation at this footprint achievable — the entire double-deck structure breaks down into reusable framing components, ships flat, and assembles on-site without permanent fixtures or structural rework. The frame system also allowed for a clean two-level architectural footprint within the 30′ × 30′ boundary.

Wrapping the BeMatrix structure: vivid SEG fabric prints — silicone edge graphics with the saturated color and edge-to-edge crispness that read as permanent retail finish, not temporary signage. The combination of BeMatrix framing + SEG prints is one of NVS’s most-deployed buildout systems for high-traffic activations where visual impact and same-day deployability both matter.

The Activation

NVS rolled out artificial turf across the full 30′ × 30′ footprint, transforming Bronx sidewalk into a stadium-grade brand environment. The activation included:

• A custom-built photo wall for shareable brand moments
• A self-service photo booth with instant printouts
• A custom-fabricated Nathan’s mascot built and provided by NVS
• Branded umbrellas across the seating zones
• A live mustard artist creating on-the-spot edible art
• Full food service: over 2,000 grass-fed hot dogs served live to attendees

NVS handled end-to-end event production including staffing, food service operations, brand ambassador deployment, and on-site logistics — turning a baseball-day activation into a complete branded experience.

Provided Services

Modular Framing & Structural Build

• Engineered double-deck BeMatrix modular frame structure
• Custom-fabricated Nathan’s mascot
• Photo wall and photo booth fabrication
• Artificial turf installation across full 30′ × 30′ footprint
• Branded umbrella zones and seating layout

Graphics & SEG Printing

• Vivid SEG (silicone edge graphic) fabric prints across both decks of the BeMatrix structure
• Photo wall and environmental graphics
• Branded signage and surface graphics

Event Production & Logistics

• Single-day load-in coordinated for game-day stadium constraints
• Pre-build, pre-test, and staged deployment from Ridgewood facility
• Live food service operation: 2,000+ grass-fed hot dogs served
• Mustard artist coordination and live activation
• Full crew staffing including brand ambassadors and food service
• On-site project management from load-in to strike