UBS Arena

Boutique hospitality meets live entertainment

As part of a larger engagement with the developers of Belmont Park that includes the long-term placemaking vision and a new Bicester Collection shopping village, Love & War developed the conceptual design direction for the UBS Arena - NY’s most important new sports & music arena in decades.

Over the course of our multi-year engagement, we established the conceptual and design foundation for nearly every aspect of the experience, working closely with the architects, interior designers, and development teams on everything from the area’s architectural vision and grounds to its private clubs, F&B venues, suites, and branded spaces.

Designed to raise the bar on hospitality and the experience for both guests and talent, the UBS Arena at Belmont Park is now home for the NY Islanders as well as a venue of choice for the world's leading music acts.

“UBS Arena … epitomizes luxury and modernity. It boasts eight exclusive luxury clubs… … intended to evoke the feel of chic New York lounges rather than arena watering holes.”

Architectural Digest

See more: UBS Arena website

Architecture: Populous

Photography: NY Islanders / S.D. Malkin

Aerial view of UBS Arena at Belmont Park in New York, home of the New York Islanders and a major sports and live music venue. Love & War developed the conceptual design and experience direction for UBS Arena, establishing the foundation for its hospitality experience, architecture, grounds, private clubs, food and beverage venues, suites and branded spaces.
Exterior branding and environmental graphics designed by Love & War for UBS Arena at Belmont Park. As part of a multi-year engagement spanning brand strategy, visual identity, venue branding, and guest experience design, we developed a cohesive identity system that helped position UBS Arena as a premier destination for live entertainment, sports, hospitality, and luxury experiences.
Construction progress of UBS Arena at Belmont Park during development. As part of a multi-year engagement, Love & War collaborated with architects, interior designers, and developers to establish the brand strategy, venue identity, hospitality concepts, and experiential design that shaped the arena from its earliest stages into one of New York's premier sports and entertainment destinations.
Interior view of UBS Arena at Belmont Park during a New York Islanders hockey game, showcasing the arena’s live sports experience and large-scale hospitality environment. Love & War developed the conceptual design and experience direction for UBS Arena, helping establish the foundation for its architecture, private clubs, food and beverage venues, suites, branded spaces and overall guest experience.
nterior view of UBS Arena at Belmont Park, featuring the New York Islanders ice rink, center-hung scoreboard and arena seating. Love & War developed the conceptual design and experience direction for UBS Arena, working across the venue’s architecture, hospitality spaces, private clubs, food and beverage concepts, suites, branded environments and overall guest experience.
Main concourse at UBS Arena at Belmont Park filled with New York Islanders fans on game day, featuring escalators, wayfinding, food and beverage venues and branded “Welcome Home” signage. Love & War developed the conceptual design and experience direction for UBS Arena, shaping the hospitality, branded spaces and overall guest experience throughout the venue.
sles Lab, the New York Islanders retail store and online shopping platform at UBS Arena at Belmont Park, featuring team merchandise and an immersive fan retail experience. Love & War developed the Isles Lab name as part of our broader conceptual design and experience work for UBS Arena, spanning retail, hospitality, food and beverage, private clubs and branded spaces.
Custom New York Islanders apparel and merchandise created as part of Love & War’s broader work for UBS Arena at Belmont Park. Love & War designed a range of Islanders merchandise and branded items, extending the arena’s identity and fan experience beyond the venue and into apparel, retail and culture.
New York Islanders fans celebrate with the team during a hockey game at UBS Arena at Belmont Park. Love & War’s work for UBS Arena and the Islanders extended across the fan experience, including branded environments, hospitality concepts, retail, merchandise design and the naming of Isles Lab.
New York Islanders fans wearing custom team apparel inside UBS Arena at Belmont Park. Love & War designed a range of Islanders merchandise and branded apparel as part of our broader work shaping the UBS Arena fan experience, including retail, hospitality, branded environments and Isles Lab.