Stadiums and venues are more than just structures — they are cultural landmarks that bring communities together, inspire loyalty and create lasting memories. As we look to the future, the challenge lies in redefining these spaces to meet evolving expectations while embedding sustainability, technology and inclusivity into every aspect of their design and operation.

Key challenges in reimagining the fan experience

The fan experience is no longer a one-size-fits-all journey. Fans today demand personalization, seamless engagement and opportunities to co-create their experience. At the same time, venues must address broader societal goals, such as reducing embodied carbon, integrating sustainable technologies and fostering community connections.

Our approach focuses on crafting spaces that balance economic output with emotional resonance. Whether designing new stadiums or renovating existing ones, the goal is to create venues that reflect the identity of the city, its people and its culture, hence making them irreplaceable.

Elevating fan journeys through innovation

To reimagine and elevate the fan experience, we prioritize innovation across the entire lifecycle of venue design and operation, focusing on 3 key areas:

1. Personalization and inclusivity:

• Every fan should feel seen and valued. By mapping diverse fan journeys, we create opportunities for engagement and re-engagement, ensuring that each touchpoint resonates with the individual.
• From immersive screens to strategic hospitality moments, technology amplifies the experience without overshadowing the venue’s unique character.

2. Seamless integration of technology:

• Digital tools act as amplifiers, enhancing the physical experience rather than replacing it. Smart controls, immersive displays and interactive touchpoints are strategically integrated to elevate the fan journey.
• Future proofing venues means building for long-term adaptability while planning for rapid change at 5-, 10-, and 15-year intervals — reflecting how dramatically fan expectations have already shifted in the past five years.

3. Sustainability and circularity:

• By embedding sustainability into every stage  —from design to operations — we ensure venues remain resilient and impactful for generations to come.

Sustainability is also about future proofing. That means creating adaptable spaces and digital systems that evolve with the club and the fans. The most sustainable venues are active 365 days a year — hosting events, hospitality, community programming and content creation.

A sustainable stadium isn’t just energy efficient; it’s revenue efficient. And whether it’s a renovation or new build, the goal is a venue that stays relevant, flexible and connected.

Rethinking renovation for cohesion

Whether designing a new stadium or renovating an existing one, it’s important to create cohesion across the fan experience and tell a connected story. Every visit should offer opportunities for re-engagement, so fans feel like they are experiencing something new each time.

Every touchpoint along the fan journey should feel intentional, part of a seamless, holistic experience that increases dwell time, loyalty and ultimately drives revenue. The next generation of stadiums should not be defined by capacity, but by connectivity and by the ability to create moments that excite fans, elevate technology, and let them feel like co-creators in the experience.

Renovations can also be smart, sustainable moves, offering lower embodied carbon and potentially higher return on investment (ROI), but in all cases, the goal remains the same: to connect the economic output with the emotional output, building loyalty that sustains both fans and the project.

Connectivity builds community The future of stadium design lies in creating spaces that are both functional and unforgettable. By thoughtfully integrating design, technology and sustainability, venues can evolve alongside changing expectations, offering fans moments that resonate, inspire loyalty and invite repeated engagement. The most successful stadiums will be those that balance economic performance with emotional impact, creating spaces that reflect the culture of their communities while remaining adaptable for decades to come.

Connect with Andrea to learn more about our global Sports team.

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Andrea Patry is a design leader focused on improving the fan experience and integrating sponsorship in sports and entertainment venues. She works at the intersection of sport, culture, and design to develop practical, community-centered solutions. Through a fan-first approach, she designs dynamic, future-ready spaces that spark connection, engagement, and lasting impact.

Tell us a bit about yourself – your role and career journey.

I’ve always been passionate about design and sports. Early in my career, I worked on branding projects with Nike, where I learned the power of collaborative design and storytelling. I also played professional hockey, which gave me a deep appreciation for both athletes and fans in these spaces.

I’ve worked with Dan Meis, ArchTam’s global director of sports design for nearly a decade. A key part of my role is championing emotion-driven design and pushing creative boundaries that celebrate fan experience. I am committed to integrating new ideas and technologies that reflect the world around us in new ways — like AI tools — to enhance our creative process, from materials and mood boards to shaping interiors and exteriors.

My role sits at the intersection of sport, culture, and design, ensuring that every detail enhances fan experience and drives revenue. I aim to push creative boundaries, helping teams explore new ideas and deliver impactful, forward-thinking designs.

Sports venues should be more than just buildings; they should serve as cultural hubs. My goal is to reimagine the future of sports venues as catalysts for communities.

Talk to us about a project that has impacted or been a major highlight of your career. How is it solving the challenges and issues our clients and communities are facing today?

It would be hard to answer this without mentioning Everton Stadium, the new home of Everton Football Club in the UK. I had the opportunity to collaborate with the team and explore new ideas throughout the entire process. A highlight for me was an early trip to Liverpool to explore materials and design inspirations. Now, seeing those initial ideas come to life at Bramley-Moore Dock is truly rewarding. I’m proud of what we contributed—it’s a beautiful stadium, but more importantly, it was designed with the community in mind, not just as a home for the historic club, but as a versatile, year-round venue for concerts, sports, conferences, and local events that benefit the wider city.

Stadiums don’t naturally unite communities. You have to craft an experience that speaks to everyone. The scale needs to be broken down into a series of meaningful moments that become core memories for fans. This approach creates a seamless connection between the stadium and the surrounding community, setting the stage for positive change.

Everton Stadium was designed to feel like it grew out of the dock—a true football ground with fans right on top of the pitch. We knew the stadium had to feel deeply rooted in fans’ hearts despite its new location, so we built trust by making the design process a true dialogue through sharing sketches, inviting feedback, and actively involving supporters every step of the way. It’s about more than just a venue; it’s about placemaking, inclusivity, and creating diverse experiences that make a lasting impact.

Can you share some of the creative brand activations you’ve been involved in and their impact on the overall fan experience?

We designed a graphic system for Live Nation U.S. Concerts that would help uniquely position the identity of each venue and to celebrate the place. We combined these graphic details with innovative design elements that enhance guest engagement — including guest-facing amenities, premium seating, back of house upgrades, and hospitality experiences — to transform the overall strategic design of the venues to deliver seamless experiences.

Across my work, I look for ways to communicate a story throughout the venue and sometimes the small elements like graphics create space for the bigger design elements to thrive. A graphic language unifies opportunities for subtle brand integration into the artist’s experience and helps to position space for a story that the artist and venue can create in partnership. Setting the tone for the street-to-stage experience is key.

Fans today expect deeper connections with their favorite artists, teams, and athletes, wanting an active role in shaping event experiences. During the early design process, I focus on crafting standout moments along the fan journey—moments that not only enhance engagement but also create layered, immersive experiences.

We look for ways to incorporate sponsorship as part of the overall experience — not an afterthought, or something applied. We help our clients create a plan and position them for the future so that the story of the space can continue without interruption. I think this is the most impactful way to help our clients is in the upfront planning — to create a design guide to help them collaborate with stakeholders on executing their vision and making the design process appear seamless. This approach maximizes Return on Investment (ROI) by uncovering new opportunities within the live event experience.

I like to celebrate the small ideas — those early creative sparks that may seem minor but often shape the final design. Some become defining elements, like hidden “Easter eggs” discovered with the client and fans, while others evolve or fade. But the process itself fuels innovation. Ultimately, the goal is to create shareable, memorable experiences that bring the project’s story to life.

How do you balance the global appeal of sports with the need to create spaces that reflect the identity of the local community?

I think the answer is in the question — sport is about authenticity and is elevated when the local community can engage with the design. The design process needs to embrace the community, the fans, the people — creating a place where we imagine the future and celebrate a holistic design approach.

Stadiums and arenas function like mini cities, drawing massive crowds and requiring thoughtful placemaking. The goal is inclusivity — offering diverse experiences that cater to a broad audience. In recent years, there have been significant advancements in accessibility, from ADA/mobility accommodations to sensory-friendly spaces and family-oriented facilities. Sustainability has also become integral, with innovations in energy efficiency and responsible construction practices shaping the future of these venues.

A well-designed stadium isn’t just about aesthetics; it’s about optimizing the fan journey. From minimizing queuing and travel times to creating a seamless flow of experiences, every element should enhance engagement while respecting the identity of the local community. The best designs make a lasting impact by balancing global appeal with a strong local connection.

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