THE CHALLENGE

Red Bull approached us with a singular challenge: to create a one-of-a-kind streaming studio for the world’s most recognized gamer, Tyler “Ninja” Blevins. With a daily audience of more than 12 million fans, Ninja needed more than a high-tech setup; he needed a space that captured his personality, precision, and playfulness. The goal was clear: design and build a state-of-the-art environment that elevates streaming to an art form. The studio needed to reflect the energy of Red Bull, the innovation of eSports, and the charisma of Ninja himself, all within one immersive, futuristic world.

Discovery

We began by immersing ourselves in Ninja’s gaming culture, his relationship with Red Bull, and the digital habits of his global fanbase. This wasn’t just a studio; it was a command center for live performance, brand storytelling, and content creation. Every inch had to serve a purpose and personality. We mapped his daily streaming routines, camera angles, sound requirements, lighting dynamics, and ergonomic preferences. The insight was clear: to keep Ninja at the top of his game, the space had to feel as powerful as it looked, functional, inspiring, and unmistakably his.

Craft

The final design was a fusion of innovation and identity, a physical embodiment of Ninja’s signature confidence, focus, and play.

• Spatial Design & Aesthetic:
  The studio was conceived as a futuristic cockpit, with clean geometric architecture, layered lighting, and sharp blue gradients nodding to Ninja’s visual identity. LED lighting and dynamic panels react to gameplay, transforming the space in real-time.

• Materials & Mood:
  Sleek metallic surfaces meet soft ambient glows, balancing high-performance technology with comfort and warmth. Acoustic panels and modular furniture ensure perfect sound quality and flexibility for long sessions.

• Custom Detailing:
  We embedded Ninja’s brand elements throughout, from illuminated iconography to hidden details referencing his early streaming days. Even the lighting sequence was choreographed to sync with his stream startup, creating a sense of ritual every time he goes live.

• Technology Integration:
  Every feature was designed around performance: camera tracking systems, immersive LED backdrops, high-speed connectivity, and intuitive control panels, a seamless ecosystem that allows Ninja to focus entirely on play.

The result was a feature-packed, immersive world that celebrates gaming culture, Red Bull’s energy, and Ninja’s unrelenting drive.

OUTCOME

Ninja’s new home studio set a new benchmark for the eSports industry, merging architectural design, brand storytelling, and elite gaming performance into one seamless experience. The project became a cultural moment, with 34 million YouTube views at its unveiling and coverage from gaming outlets and design publications alike. Fans saw not just where Ninja played, but also how his world reflected who he was. For Red Bull, it reinforced their commitment to elevating athletes beyond sport, into culture, technology, and creativity. A space designed for focus, fueled by energy, and built for the future of play.

CREDITS

Industry: Entertainment, Gaming, E-Sports
Client: Red Bull, Ninja
Agency: Roundhouse
My Role: Creative Director
Art Direction: Kyle Everett
Design & Modeling: Mimi Pham
Markets: North America
Scope: Consumer Strategy, 3D Concept to execution, Development, and Production.