Furniture that elevates team spirit + reimagines fan engagement
To reimagine how fans connect with the game, the West Michigan Whitecaps—a minor league baseball team for the Detroit Tigers based in Comstock Park, Michigan—set out to transform a key area of their ballpark into a dynamic, multifunctional gathering space. Their vision was clear: create an environment that encourages social interaction, celebrates team identity, and enhances the in-game experience.
To bring this vision to life, the Whitecaps partnered with Custer to design and furnish a new space that blends functionality with brand expression. The collaboration aimed to develop custom seating and gathering areas that not only serve a practical purpose but also immerse fans in the spirit of the team.
Designing for Connection and Identity
At the heart of this project was the goal to captivate fans through meaningful design. The space needed to accommodate both seated and standing guests, offering flexibility for a variety of game-day experiences. Prominent display of the team’s logos and colors ensured that the environment reinforced team pride and community connection at every turn.
This space was more than a design project—it was a chance to bring the Whitecaps brand to life. From custom furnishings to bold team colors, every detail reinforces the team’s identity and creates a physical expression of fan pride. It’s a space that feels unmistakably Whitecaps, from first pitch to final inning.
A study by Gensler notes,
The future [of sporting experience seating] is about providing fans a wide range of options for socializing with one another and connecting on a human-to-human level while the action plays out on the field
That’s exactly what Custer set out to deliver for this reimagined space.
A Custom-Built Solution
Custer’s contribution involved providing Steelcase gathering tables and chairs that seamlessly integrated with the newly reimagined space. With an emphasis on brand alignment and functionality, Custer teamed up with local manufacturer GR Chair to customize select pieces featuring Whitecaps logos and graphics.
The customization process was a collaborative effort. Attention to detail was crucial, ensuring each table not only provided comfort and durability, but also stood as a visual celebration of the Whitecaps’ identity. Both seated and standing-height options were incorporated to offer fans choice and versatility.
Every design decision—from material selection to logo placement—was intentionally crafted to enhance both in how the space works and how it makes fans feel.
Collaboration in Action
This project showcases what’s possible when brand vision meets purposeful design. Through close collaboration, Custer helped the Whitecaps create a memorable space that enhances fan experience and builds stronger connections with the team.
The final result? A ballpark feature that draws fans in before the first pitch and keeps them engaged long after the final out. It’s a place where memories are made—not just of the game, but of the shared experience. Whether fans are catching up with friends, celebrating a home run, or simply soaking in the beautiful West Michigan summer weather, this new space offers something more than seating—it offers belonging.
At Custer, we believe great design turns spaces into experiences—and builds the pride that keeps communities coming back.
