In 2004, SUBJECTMATTER was brought on to a team asked to respond to an invite-only proposal for the Super Bowl XXXIX Decor Package. Of the ten invitees, eight responded, four were short-listed and one was selected twenty minutes after the presentation to the decision makers. Set in a first-time site - Jacksonville, Florida - the theme for the game was "Building Bridges." Along with partner, Infinite Scale, a design master plan and décor program that captured the spirit of the spirit of the game, the season, and the local flavor of the host city
was developed and implemented within 6 months.