ARCHITECTURE
COX ARCHITECTURE
THE EXPERIENCE
ECONOMY
Sport is an integral part of the Australian identity. As a result, there has been
more public investment in sporting infrastructure per capita than any other
nation to create community ovals and world class stadia
projects such as Bruce Stadium in Canberra and the
original Sydney Football Stadium by Cox Architecture
in the 1980s.
Although the 1980s and early 1990s saw stadia
architecture become a culturally significant building
typology, the notion of ‘one size fits all’ still applied in
the design of the fan experience. Stadia were still
vehicles for teams and their communities rather than
part of an increasingly competitive entertainment
experience. Fan experiences now began to evolve from
mere attendance, into a social experience.
During this time, commercialization of sport was
developing in the USA, with teams and their owners
seeking revenue enhancements from the game day
experience. Stadia began earning their keep through
food and beverages, and the development of corporate
and sponsor markets. Multi-use stadia, and products
such as stadium clubs, began to evolve as owners and
investors sought higher profits to defray capital and
operating costs.
he journey of the design of sporting
venues from engineering into cultural
architecture can be traced back to the
1970s and 1980s. In this period, sports
architecture moved from the pragmatic to
the poetic. Building innovations saw long span
structures developed that removed the columns of old,
cramped and outdated stadia, creating open
grandstands with unimpeded views of on-field action.
Despite an evident shift, sport in this time was still seen
as entertainment for the masses as opposed to a
reflection of cities and their communities.
Post-industrial 1980s saw societies welcome the
experience economy, which evolved from consumers
no longer being satisfied with the mere delivery of
products and services. Buildings were no longer seen as
vessels of a singular prescribed activity – they evolved
into multi-use facilities that encouraged social activity
and engagement. This transformation of stadia as
design led experiences is seen in key Australian
(Above) The 100,000-seater
MCG is an iconic sporting
structure that first transformed
fan experience in Australia
96 www.stadia-magazine.com Showcase 2020
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