 I'm Ryan Bark at AdWik Magazine. We are here in Miami. We're at the Miami Beach Convention Center at the NFL experience We are standing in the Lowe's hometown activation Basically Lowe's in the NFL built an entire town with each house representing a different NFL team It was about 200 gallons of paint to make this six tons of lumber took about six tractor trailers to get it down from Charlotte where it was originally built It's pretty incredible each team as you can see is kind of represented in the individual house. Let's check it out One of the great things about the NFL It's a year-round sport and the NFL has given us so many different tent pole moments throughout the season to be able to Activate on Super Bowl is kind of the culmination of what we've hopefully been communicating all year round So this year we're trying to encourage all of our fans to bring it home visit your local Lowe's Get the products that you need to make the ultimate Super Bowl viewing space home improvement in itself is a Sensory experience. So when you're coming into our stores, you're interacting with the products And that's kind of what we wanted to replicate here Something that we knew our fans would be passionate about and that they could interact with in Miami But also could share it with their friends and family who are not down here for the Super Bowl as Amy mentioned Lowe's is a very experiential type of product, right? You're it's sensory and involves all your senses. So to be able to do that here and have fans connect with ease Align with their team take a photo with their team dwelling And see the craftsmanship that goes into all these create a family memory on behalf of Lowe's That's really terrific to be a part of that There's great synergies between the NFL fan base and our customer base and one thing we know about both of those is they're Extremely passionate about the teams and the cities that they reside in so each one of the 32 dwellings has unique aspects from the team So whether it's the logo on the San Francisco Or the Viking Skull Ship next to me over here We want those pieces to really resonate with the fans And so when they're coming and viewing their specific dwelling, they're feeling a piece of home as well Inherently experiential is active. You don't want something passive You want people to be able to actually engage with what you've created and all of these spaces as we mentioned are very interactive We have props set up for photos people can can sit on different things They can actually climb in different things if they'd like or you can take that approach where you're just standing outside of the Dwelling and taking a photo all 32 dwellings are pretty awesome I'm Carolina Panthers fans to have to give a shout out there But honestly some of the best ones are San Francisco and the Kansas City Chief as well as Miami So it was great that they could be spotlighted