Arenas, Performance & Esports Venues
Architecture, Interior Design, Wayfinding
Following the success of their Melbourne venture, Fortress Australia have expanded their unique gaming and entertainment brand with their second video game and esports venue, Fortress Sydney.
CHALLENGE. The venue selection had to take advantage of foot traffic from major public transport links and educational institutions and host up to 1,000 people. Central Park Mall was chosen due to its location in Sydney’s trendy inner-city suburb of Chippendale, with over 1,500sqm on two floors.
INNOVATION. The main entry has been designed to reflect the Melbourne flagship store, with strong branding and logos, LED screens and neon lights to create a dark green mood, yet consistent portal-designed entry.
The retail presence at the entry also supports the brand and is a key design feature for revenue generation to attract guests into the facility.
The purpose-designed esports arena has seating for 200 people and features a mezzanine/VIP level and multiple broadcast production facilities. The arena’s flexible use of space with retractable seating allows the venue to host specific public or private events, large or small and can be hired for corporate functions to weddings.
The interior design communicates a perception of gaming and entertainment and further advances the global gaming and esports industry. The fantasy-themed tavern is based on Fortress’ unique character lore and a sci-fi inspired bar called 2315 Bar has been designed for visitors to experience something different at Fortress Sydney.
The Telstra Lounge, a dedicated zone with more than 50 ultra-fast Alienware gaming PC battlestations, is the ideal destination for players and is supported by Fortress’ telecommunications partner, Telstra, and their high-speed fixed network.
Fortress is also home to video and arcade gaming, board games, live broadcast studio spaces and dedicated gaming console spaces that cater to gamers of all types, experience levels and interests while attracting late night trade between gamers, spectators and entertainment seekers.
IMPACT. The world-class gaming experience has become Sydney’s new “Home of Games” entertainment powerhouse. Fortress is also proud to continue their exclusive hardware partnership with Dell Technologies’ premium brand, Alienware, boasting a state-of-the art gaming facility with naming rights secured for the Alienware Arena in both venues.