[Music]
[Applause]
well I have to thank the organizers very
much for putting me on after DOM and
also for him revealing when I’m walking
around the stage which I do tend to do
quite a lot the exact reason why I’m
doing it I’m just an architect I studied
and graduated and I did what a lot of
architects do they go and work and
design private homes
I found that process very insular I was
dealing with just with one client when
you finished the project you handed over
the keys and you never saw it again
unless you were very lucky and you went
back maybe and you did the snagging five
months later six months later and you
got to see how they destroyed the
building that you’d cared so much about
and the mother problem for me was that
when I then went out and socialized with
my friends who had non architects they
really weren’t that interested in what I
was doing so I went to Australia and I
was very fortunate to start working on
sports project and I started small cut
my teeth on the Olympic Stadium for
their Sydney Games 115 thousand seats
global audience of four billion people
and then I thought well this is pretty
great because everyone I speak to down
the pipe etc has an opinion they’re
interested might be they’ve interested
in the event they might be interested in
the building they might not like the
building they might not like how much
the building’s costing but they’re
interested and I also loved the fact
that these buildings are experienced by
millions of people during their life I’m
not just working for one person anymore
I’m working for an enormous community of
people and that really sparked something
inside of me and it’s about to started a
20-year journey where I’ve put an arena
inside the Millennium Dome and rebranded
it the o2
I stuck a moving roof on top of center
court at Wimbledon and most recently I
worked on the transformation of the
Olympic Stadium in London but the thing
that ties all these projects together is
a sense of community and people and I
think what I’d like to cover today is
talking about the definition of
community the
as community can mean so many things and
I think particularly the way society is
evolving that community is changing and
our buildings and our approaches
designers has to change accordingly this
is somewhat romantic vision of how
football and sport used to be in
communities and you all know the story
stadium at the end of the street people
walking to that stadium
living in the terraced houses around it
going to watch I mean the beauty of
watching a game of football at the same
time every Saturday and having a ritual
instead of it being moved around
constantly so you have to change all
your train times this has happened every
time it was a part of the community you
watch players who you grew up with who
grew up at the end of the street and you
socialized with them an experience of
going to these games was so much more
than just the venue it was about the
journey it was about going to the pub’s
that surrounded the stadium and the
stadium’s themselves were quirky and
interesting you know they were fitted
into strange little spaces they they
grew to to fill little gaps and try and
fit people in and the only way that
people got into these stadiums or they
no one talked about capacity no one
talked about sight lines you know I mean
this is somewhat creative ways to view a
match and you know that we would call
this multi purposing now the way people
on the pylons but you know the reality
is that there was a sense of
authenticity the no one really talked
about stadia and community because they
were part of the fabric of our lives and
to a certain degree this this
authenticity is something that we’ve
been striving to get ever since we went
through a phase when you know stadiums
grew because of the need to generate
more revenue as the cost of sport
increased they cram more hospitality
they increased in terms of their comfort
and necessary safety but the reality was
that these stadiums then grew and they
got too big and they got moved out of
their wonderful community urban
locations and the net result of this was
that all of a sudden these stadiums that
were the fabric of our lives became
places that we had to go to we became
beholden on the car we became basically
our whole experience was shifted we
didn’t go to the pub before anymore
everything was under this one roof and
this is a picture of Memorial Stadium in
Baltimore I show it because at the time
the Orioles and the Colts played there
and that’s a
NFL and a baseball team and the Colts
moved out of town and basically the
baseball team was left with this
concrete edifice that they didn’t want
to use so the city were desperate to
keep them so they gave them this site
and Camden Yards in downtown and we
built this stadium in Camden Yards which
became known as the ball park that
forever changed baseball now this was 25
years ago and we you can see in the
bottom left this big long building which
is the bno warehouse building and we
kept it in its place and we didn’t move
it and there’s a consequence of that the
outfield is a funny shape you know you
don’t have to have the same size
outfield in baseball and this is how the
old ballparks used to be they used to be
quirky they used to be identifiable they
used to have some community affinity and
Camden Yards changed baseball forever it
basically it raised the issue of
bringing stadiums downtown about
creating spaces where people would meet
where they would walk – it reaffirmed
all those old principles which were part
of the stadium and community I’m
currently working at Fulham and firm
it’s really an issue where we don’t have
to find history this stadium was built
in 1896 it’s in the same location you
can see the rows of terrace houses that
led to the stadium and the and the
listed stand that’s on Stevenage Road
but we’re working on the Riverside stand
and unfortunately the Riverside stand
was rebuilt in 1917 and what was a
wonderful place to watch football where
they literally said you could turn your
head and watch the boat race going past
you on the other side all of a sudden
this 70 stand just cut off the Riverwalk
and this problem is actually quite close
to our office so I kind of run around
the Riverwalk and then I have to run
round the stadium because I can’t go
down the Riverwalk anymore so this isn’t
just a personally motivated project but
it has some lock-on benefits and what
we’ve done is we’ve taken reconsidered
the idea of the Riverside Stadium and
we’ve completely changed the dynamic
we’ve basically said look this is a
piece of community we want to
re-establish we can reinsert a community
hub here that’s bars restaurants there’s
pocket living there’s some really
interesting spaces that will be used all
the time and bring that Riverside to
light to life and yeah 20 times a year
25 times a year there’s a football match
that take place and when that happens we
repurpose the facilities but far better
to have a bit
that’s designed for 365 days a year for
the community that repurposes the
riverfront than to have a building
that’s designed just for the football
fans and turns its back on its community
this question really came to us when we
got asked to do some design work for
Real Madrid now we’ve moved on a lot
societies moved on and now we’re talking
about a global audience and this is the
a burn about in 1947 and it had all the
features that a lot of successful stadia
did then it was obviously very large
Madrid were a successful team even at
that stage but now we’ve moved on to a
point where Real Madrid is a global
sporting brand they have allegedly 300
million fans they have a hundred and
fifty million followers on social media
and they sold 2.3 million replica shirts
last year now I mean those figures are
astronomical and they basically show
that we’re no longer dependent on ticket
sales or hospitality the new revenues
are TV broadcast rights and global
revenues so how do you connect those 300
million global audience that are all
wanting to buy replica shirts to the
local audience that creates the passion
and so what we did was we took their
concept of arrival and we took the
concept of logging on to a mobile device
to watch a match and we said well what
if we make that experience equivalent
entering a stadium so embedded LEDs on
the facade of the design and we created
a global map so as you enter the
building from matchday at the same time
people are connecting and logging on
online to watch digitally and as they
log online a light goes on in their
region and those lights get brighter
depending on how many people are
connecting so this the whole idea of a
rival local and global is connected at
once inside the stadium we wanted to
connect the matchday celebrations so we
had the concept of basically taking a
360 degree LED screen inside the stadium
and we connected live feeds from all the
fans owns and fan clubs around the world
that watched the game and so as the fans
inside the stadium celebrated a goal so
too did the fans around the world so
they’re joined in their celebration
there’s a sense of purpose I love this I
love this tweet because basically
Manchester City is the first club to try
and create a global family of sports
teams they apart from Manchester City
you may be aware they have a team in New
York they have a team in Melbourne they
have a team in Yokohama they have a team
in Girona they’ve a team in Uruguay and
this tweet I don’t how good your spanish
is but basically the last sentence is
basically saying and they say we have no
history well fine but this is a tweet
that’s on Manchester City’s Mexico feed
trying to educate new fans that they had
a history before they moved into their
new stadium and moved away from the
community in main road a lot of our work
is about trying to reestablish that
community and that authenticity and
we’ve been working really hard to create
a new destination and creating this
destination is about creating spaces
that people want to become in cities big
conversation as they want people to be
active participants in the story they
don’t want them to be passive spectators
and this is really interesting because
they’re trying to connect all these
families of football clubs together
under common shared values but at the
same time they’ve got to connect over
different time zones that could extend
the duration of the experience and
they’ve got a repurpose Etihad Stadium
to have the same authenticity that the
fans used to experience when they were
going to Main Road and how do you pass
that authenticity down different
generations when you’ve moved Stadium
three times and you’re no longer in your
spiritual home when you were originally
part of the community we didn’t just
look at the fans from man city and how
what we could do to help them we also
looked at the away fans and it seems
like a very strange kind of approach to
consider this small number of fans that
sit in the stadium from away teams but
actually the away fans are the most
valuable fans in a football stadium if
you think it through there’d be no
tribal atmosphere within a football
stadium there’d be no huge rivalry going
on songs going backwards and forwards
and to a greater and lesser extent it’s
this atmosphere it’s this energy
intention that comes through the
television set and it makes the Premier
League such an attractive proposition
and drives the broadcast rights the
levels they are today we also were
trying to counter the
the challenge that you have within
football stadia now and stadia generally
of fans are very much they are
disconnected from the players they they
can’t relate to their enormous salaries
the players haven’t grown up down the
street with them they’re lacking this
natural emotional connection and as a
community what they what they find is
that they and the high ticket prices
they find that they want that want to go
there be entertained they’re very much
the theater goers of the past they go
there and they they expect eight will be
paying a lot of money for our tickets we
deserve to be entertained for that money
so football grounds getting quieter and
quieter and it’s a real issue because as
they rely on global revenues and they
rely on global audience it’s so
important that that tension and energy
comes through the television set whilst
the concept of community is evolving its
moved from local to global the other
concept that’s changing or the other
reality that we’re having to deal with
this designers and probably the one that
makes me feel less like an architect but
more like an exponential designer now is
considering the journey and the spaces
around stadium all the time we’re really
coming back to that that community image
before about how people moved and had
experiences before they got into the
stadium and afterwards I think when we
talked about designing for the evolving
visitor there’s a couple of fundamental
shifts where we’ve begun to deal with
the Millennial Generation we’ve begun to
deal with the use of mobile phones
the Wi-Fi and broadband required within
our venues and it’s very true that
millennial generation were very much a
document and share generation you know
it’s a it’s it’s typify B the apps that
proliferated and in the time which of
kind of Instagram etc which is pretty
much capturing and then so whereas
generation is dead is very a very
different generation there the we want
to be present both in the digital world
and also the physical world
simultaneously and we want to share
those who make those emotions and those
experiences in real time and for us that
creates a fascinating dynamic and I
think you have to be realistic about
this because when the recent survey done
when they consider the generations dead
audience and you know they were asked
to rate in order of importance you know
what they couldn’t live without and
possibly reassuringly they said that
number ten water which is good it’s all
very good until they get to number one
which was their mobile phones so you
realized the challenge that we’re trying
to deal with they probably thought that
they could just text or ring someone to
get water so it wasn’t that important
but we’re then trying to create venues
that are driven by a completely
different mindset in generation my son’s
13 and hasn’t got the patience to sit
down and watch TV broadcast of sporting
events he’ll go straight on Twitter see
the highlights he’ll go on snapchat
he’ll share information he’s just not
interested anymore he’ll spend more time
on Twitch than he will on any other on
the end of the normal TV platform and
the reality of that is that you know
last month which have more users than or
more viewers than MBO Netflix ESPN
combined and this is only going to
increase and the importance of gaming
becomes ever more prevalent so when we
talk about the communities of the future
I’ll just leave you with a couple of
conceptual images and that’s basically
this is the new eSports community
village this is the digital version for
the gens said of what I started the
slides with the old black and white size
we’ve got an eSport arena we’ve got an
elite training facility we’ve got a
drone racing course but all the surfaces
all the spaces around are completely
driven by the need to continuously share
information flow and correspond with
each other exponential boulevards we’ve
got dynamic media facades we’ve got all
this character and and community is
going to be changed by the way we
connect as individuals and the last
slide here is really just showing the
concept of the global live site for
destinations around the world all
connected up all competing and here you
see this complete translation here from
going from community in terms of
competition in terms of local and being
very parochial to cities and nations
competing with each other all
simultaneously all sharing the local and
global experience together and I think
that’s the way our communities will head
in the future thank you very much for
your time
[Applause]
[Applause]
well I have to thank the organizers very
much for putting me on after DOM and
also for him revealing when I’m walking
around the stage which I do tend to do
quite a lot the exact reason why I’m
doing it I’m just an architect I studied
and graduated and I did what a lot of
architects do they go and work and
design private homes
I found that process very insular I was
dealing with just with one client when
you finished the project you handed over
the keys and you never saw it again
unless you were very lucky and you went
back maybe and you did the snagging five
months later six months later and you
got to see how they destroyed the
building that you’d cared so much about
and the mother problem for me was that
when I then went out and socialized with
my friends who had non architects they
really weren’t that interested in what I
was doing so I went to Australia and I
was very fortunate to start working on
sports project and I started small cut
my teeth on the Olympic Stadium for
their Sydney Games 115 thousand seats
global audience of four billion people
and then I thought well this is pretty
great because everyone I speak to down
the pipe etc has an opinion they’re
interested might be they’ve interested
in the event they might be interested in
the building they might not like the
building they might not like how much
the building’s costing but they’re
interested and I also loved the fact
that these buildings are experienced by
millions of people during their life I’m
not just working for one person anymore
I’m working for an enormous community of
people and that really sparked something
inside of me and it’s about to started a
20-year journey where I’ve put an arena
inside the Millennium Dome and rebranded
it the o2
I stuck a moving roof on top of center
court at Wimbledon and most recently I
worked on the transformation of the
Olympic Stadium in London but the thing
that ties all these projects together is
a sense of community and people and I
think what I’d like to cover today is
talking about the definition of
community the
as community can mean so many things and
I think particularly the way society is
evolving that community is changing and
our buildings and our approaches
designers has to change accordingly this
is somewhat romantic vision of how
football and sport used to be in
communities and you all know the story
stadium at the end of the street people
walking to that stadium
living in the terraced houses around it
going to watch I mean the beauty of
watching a game of football at the same
time every Saturday and having a ritual
instead of it being moved around
constantly so you have to change all
your train times this has happened every
time it was a part of the community you
watch players who you grew up with who
grew up at the end of the street and you
socialized with them an experience of
going to these games was so much more
than just the venue it was about the
journey it was about going to the pub’s
that surrounded the stadium and the
stadium’s themselves were quirky and
interesting you know they were fitted
into strange little spaces they they
grew to to fill little gaps and try and
fit people in and the only way that
people got into these stadiums or they
no one talked about capacity no one
talked about sight lines you know I mean
this is somewhat creative ways to view a
match and you know that we would call
this multi purposing now the way people
on the pylons but you know the reality
is that there was a sense of
authenticity the no one really talked
about stadia and community because they
were part of the fabric of our lives and
to a certain degree this this
authenticity is something that we’ve
been striving to get ever since we went
through a phase when you know stadiums
grew because of the need to generate
more revenue as the cost of sport
increased they cram more hospitality
they increased in terms of their comfort
and necessary safety but the reality was
that these stadiums then grew and they
got too big and they got moved out of
their wonderful community urban
locations and the net result of this was
that all of a sudden these stadiums that
were the fabric of our lives became
places that we had to go to we became
beholden on the car we became basically
our whole experience was shifted we
didn’t go to the pub before anymore
everything was under this one roof and
this is a picture of Memorial Stadium in
Baltimore I show it because at the time
the Orioles and the Colts played there
and that’s a
NFL and a baseball team and the Colts
moved out of town and basically the
baseball team was left with this
concrete edifice that they didn’t want
to use so the city were desperate to
keep them so they gave them this site
and Camden Yards in downtown and we
built this stadium in Camden Yards which
became known as the ball park that
forever changed baseball now this was 25
years ago and we you can see in the
bottom left this big long building which
is the bno warehouse building and we
kept it in its place and we didn’t move
it and there’s a consequence of that the
outfield is a funny shape you know you
don’t have to have the same size
outfield in baseball and this is how the
old ballparks used to be they used to be
quirky they used to be identifiable they
used to have some community affinity and
Camden Yards changed baseball forever it
basically it raised the issue of
bringing stadiums downtown about
creating spaces where people would meet
where they would walk – it reaffirmed
all those old principles which were part
of the stadium and community I’m
currently working at Fulham and firm
it’s really an issue where we don’t have
to find history this stadium was built
in 1896 it’s in the same location you
can see the rows of terrace houses that
led to the stadium and the and the
listed stand that’s on Stevenage Road
but we’re working on the Riverside stand
and unfortunately the Riverside stand
was rebuilt in 1917 and what was a
wonderful place to watch football where
they literally said you could turn your
head and watch the boat race going past
you on the other side all of a sudden
this 70 stand just cut off the Riverwalk
and this problem is actually quite close
to our office so I kind of run around
the Riverwalk and then I have to run
round the stadium because I can’t go
down the Riverwalk anymore so this isn’t
just a personally motivated project but
it has some lock-on benefits and what
we’ve done is we’ve taken reconsidered
the idea of the Riverside Stadium and
we’ve completely changed the dynamic
we’ve basically said look this is a
piece of community we want to
re-establish we can reinsert a community
hub here that’s bars restaurants there’s
pocket living there’s some really
interesting spaces that will be used all
the time and bring that Riverside to
light to life and yeah 20 times a year
25 times a year there’s a football match
that take place and when that happens we
repurpose the facilities but far better
to have a bit
that’s designed for 365 days a year for
the community that repurposes the
riverfront than to have a building
that’s designed just for the football
fans and turns its back on its community
this question really came to us when we
got asked to do some design work for
Real Madrid now we’ve moved on a lot
societies moved on and now we’re talking
about a global audience and this is the
a burn about in 1947 and it had all the
features that a lot of successful stadia
did then it was obviously very large
Madrid were a successful team even at
that stage but now we’ve moved on to a
point where Real Madrid is a global
sporting brand they have allegedly 300
million fans they have a hundred and
fifty million followers on social media
and they sold 2.3 million replica shirts
last year now I mean those figures are
astronomical and they basically show
that we’re no longer dependent on ticket
sales or hospitality the new revenues
are TV broadcast rights and global
revenues so how do you connect those 300
million global audience that are all
wanting to buy replica shirts to the
local audience that creates the passion
and so what we did was we took their
concept of arrival and we took the
concept of logging on to a mobile device
to watch a match and we said well what
if we make that experience equivalent
entering a stadium so embedded LEDs on
the facade of the design and we created
a global map so as you enter the
building from matchday at the same time
people are connecting and logging on
online to watch digitally and as they
log online a light goes on in their
region and those lights get brighter
depending on how many people are
connecting so this the whole idea of a
rival local and global is connected at
once inside the stadium we wanted to
connect the matchday celebrations so we
had the concept of basically taking a
360 degree LED screen inside the stadium
and we connected live feeds from all the
fans owns and fan clubs around the world
that watched the game and so as the fans
inside the stadium celebrated a goal so
too did the fans around the world so
they’re joined in their celebration
there’s a sense of purpose I love this I
love this tweet because basically
Manchester City is the first club to try
and create a global family of sports
teams they apart from Manchester City
you may be aware they have a team in New
York they have a team in Melbourne they
have a team in Yokohama they have a team
in Girona they’ve a team in Uruguay and
this tweet I don’t how good your spanish
is but basically the last sentence is
basically saying and they say we have no
history well fine but this is a tweet
that’s on Manchester City’s Mexico feed
trying to educate new fans that they had
a history before they moved into their
new stadium and moved away from the
community in main road a lot of our work
is about trying to reestablish that
community and that authenticity and
we’ve been working really hard to create
a new destination and creating this
destination is about creating spaces
that people want to become in cities big
conversation as they want people to be
active participants in the story they
don’t want them to be passive spectators
and this is really interesting because
they’re trying to connect all these
families of football clubs together
under common shared values but at the
same time they’ve got to connect over
different time zones that could extend
the duration of the experience and
they’ve got a repurpose Etihad Stadium
to have the same authenticity that the
fans used to experience when they were
going to Main Road and how do you pass
that authenticity down different
generations when you’ve moved Stadium
three times and you’re no longer in your
spiritual home when you were originally
part of the community we didn’t just
look at the fans from man city and how
what we could do to help them we also
looked at the away fans and it seems
like a very strange kind of approach to
consider this small number of fans that
sit in the stadium from away teams but
actually the away fans are the most
valuable fans in a football stadium if
you think it through there’d be no
tribal atmosphere within a football
stadium there’d be no huge rivalry going
on songs going backwards and forwards
and to a greater and lesser extent it’s
this atmosphere it’s this energy
intention that comes through the
television set and it makes the Premier
League such an attractive proposition
and drives the broadcast rights the
levels they are today we also were
trying to counter the
the challenge that you have within
football stadia now and stadia generally
of fans are very much they are
disconnected from the players they they
can’t relate to their enormous salaries
the players haven’t grown up down the
street with them they’re lacking this
natural emotional connection and as a
community what they what they find is
that they and the high ticket prices
they find that they want that want to go
there be entertained they’re very much
the theater goers of the past they go
there and they they expect eight will be
paying a lot of money for our tickets we
deserve to be entertained for that money
so football grounds getting quieter and
quieter and it’s a real issue because as
they rely on global revenues and they
rely on global audience it’s so
important that that tension and energy
comes through the television set whilst
the concept of community is evolving its
moved from local to global the other
concept that’s changing or the other
reality that we’re having to deal with
this designers and probably the one that
makes me feel less like an architect but
more like an exponential designer now is
considering the journey and the spaces
around stadium all the time we’re really
coming back to that that community image
before about how people moved and had
experiences before they got into the
stadium and afterwards I think when we
talked about designing for the evolving
visitor there’s a couple of fundamental
shifts where we’ve begun to deal with
the Millennial Generation we’ve begun to
deal with the use of mobile phones
the Wi-Fi and broadband required within
our venues and it’s very true that
millennial generation were very much a
document and share generation you know
it’s a it’s it’s typify B the apps that
proliferated and in the time which of
kind of Instagram etc which is pretty
much capturing and then so whereas
generation is dead is very a very
different generation there the we want
to be present both in the digital world
and also the physical world
simultaneously and we want to share
those who make those emotions and those
experiences in real time and for us that
creates a fascinating dynamic and I
think you have to be realistic about
this because when the recent survey done
when they consider the generations dead
audience and you know they were asked
to rate in order of importance you know
what they couldn’t live without and
possibly reassuringly they said that
number ten water which is good it’s all
very good until they get to number one
which was their mobile phones so you
realized the challenge that we’re trying
to deal with they probably thought that
they could just text or ring someone to
get water so it wasn’t that important
but we’re then trying to create venues
that are driven by a completely
different mindset in generation my son’s
13 and hasn’t got the patience to sit
down and watch TV broadcast of sporting
events he’ll go straight on Twitter see
the highlights he’ll go on snapchat
he’ll share information he’s just not
interested anymore he’ll spend more time
on Twitch than he will on any other on
the end of the normal TV platform and
the reality of that is that you know
last month which have more users than or
more viewers than MBO Netflix ESPN
combined and this is only going to
increase and the importance of gaming
becomes ever more prevalent so when we
talk about the communities of the future
I’ll just leave you with a couple of
conceptual images and that’s basically
this is the new eSports community
village this is the digital version for
the gens said of what I started the
slides with the old black and white size
we’ve got an eSport arena we’ve got an
elite training facility we’ve got a
drone racing course but all the surfaces
all the spaces around are completely
driven by the need to continuously share
information flow and correspond with
each other exponential boulevards we’ve
got dynamic media facades we’ve got all
this character and and community is
going to be changed by the way we
connect as individuals and the last
slide here is really just showing the
concept of the global live site for
destinations around the world all
connected up all competing and here you
see this complete translation here from
going from community in terms of
competition in terms of local and being
very parochial to cities and nations
competing with each other all
simultaneously all sharing the local and
global experience together and I think
that’s the way our communities will head
in the future thank you very much for
your time
[Applause]
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