Earlier this month, the Wells Fargo Center unveiled the Assembly Room as part of its completely reimagined New City Terrace level. Named for the Assembly Room found inside Independence Hall in Historic Philadelphia, this open-concept club boasts a decidedly historic-Philadelphia meets modern ambiance and aesthetic in an upscale bar and lounge environment.
But tucked away behind an unassuming library wall inside the Assembly Room is the latest immersive fan experience introduced in the most recent phase of Transformation 2020. The Disassembly Room will stand as a signature attraction in itself and is the first-ever rage room located inside a major professional sports arena.
Video: ESPN's Katie Nolan introduces the Rage Room
"The concept is definitely one-of-a-kind and non-traditional," said Valerie Camillo, President of Business Operations of Philadelphia Flyers and the Wells Fargo Center. "We ran the concept by some of our fans who told us they thought this would be a fresh way to have some harmless fun. I had never heard of a rage room before the design team pitched the idea. Now, I can't wait to get in there and take a few whacks."
The rage room-style space allows fans and guests a stress-relieving outlet amid all of the game action. Through scheduled sessions that can be reserved in advance, participants wearing protective gear can smash, break, and unleash their rage upon everyday items like televisions and dishes using bats, sledgehammers, and more. Some of the items that can be disassembled might even bear the logo of an opposing team.
The inspiration for the entire Assembly Room came about from a unique design process. The Wells Fargo Center united SCI Architects, the top-flight architectural firm behind Transformation 2020 with some of the organization's most creative young employees. The team was charged with creating a must-see attraction that was also uniquely Philadelphia.
"During the process, we challenged the team to create concepts that were unlike anything seen before in a sports venue," said Camillo.
The design team pressed for a signature experience to finalize the club's distinctiveness. A variety of trending experiences from across the country that might fit into the space were considered-ultimately landing on a cheeky reference to the well-known passion of the Philly sports fan. The Disassembly Room is accessible through a "secret passage" in the club and has a vestibule area where family and friends can watch all the smashing good fun as it takes place.
Fans can access the Assembly Room through a general admission, standing-room-only ticket starting at $25 for Flyers games - the team's first SRO ticket offering and one of the most affordable price points in the National Hockey League.
The Disassembly Room will debut to the public on the Flyers home opener vs. the New Jersey Devils tomorrow, October 9, with that evening offering exclusively walk-in reservations for fans. To book sessions for any other game, fans can visit here, the Wells Fargo Center Box Office, or the window outside of Section 118 on the Main Concourse. Sessions will be made available on a monthly basis.