Overview
Curated fan experiences have never been more important for stadium operators to maximize experiential impacts and commercial revenues. For Marvel Stadium, Büro North developed a digital-first signage strategy to facilitate themed game days and immersive event-focused overlays.
In collaboration with Grimshaw, smartform architecture, and OCULUS, Büro North were engaged by Development Victoria and the AFL to enhance the fan experience, improve on-site navigation, and activate urban connections into the Docklands precinct. The stadium, a hub for Australian rules football, also hosts rugby league, rugby union, cricket, concerts, and special events.
The comprehensive wayfinding ensures attendees feel confident and secure navigating the venue, while the themed digital overlays personalize their experience. The digital-first strategy allows for immersive brand takeovers for concerts, conferences, and commercial events beyond traditional game days, transforming Marvel Stadium into a vibrant, seven-days-a-week destination.
"Büro North provided great skill in delivering a wayfinding strategy that enables users to navigate around the site and stadium, whether on game day with huge numbers, or on the every day to bars and restaurants for use by the local community.
Neil Stonell
