The Ask

For Super Bowl LX in San Francisco, Visa aimed to establish a refined and immersive brand presence that resonated with both VIP audiences and passionate fans. The objective was to design an elevated hospitality experience that felt unmistakably Visa while drawing inspiration from the Bay Area’s culture of innovation, creativity, and iconic waterfront energy. The challenge lay in translating the spirit of San Francisco—its tech-forward mindset, architectural landmarks, and dynamic arts scene—into a premium, cohesive environment worthy of one of the world’s biggest sporting stages.

The Solution

Fresh Wata brought Bridge To Everywhere to life through a design approach rooted in connection—blending heritage and innovation, local character and global presence. Inspired by the spirit of the American West, Spanish architectural elegance, and modern minimalism, we created a warm, refined environment that felt both welcoming and elevated.

Layered natural textures, hand-finished materials, and soft, ambient lighting established a sense of calm expansiveness, while subtle architectural cues nodded to San Francisco’s iconic bridges as symbols of movement and possibility. The result was a serene yet powerful backdrop for connection, celebration, and the energy of Super Bowl LX.