The O2 Arena

As the architect of this iconic project, Populous was tasked with designing a large-capacity, multipurpose arena within London’s iconic Dome building. Our team guided the project from the initial concept design stages through to completion, working with the engineers to find innovative workarounds for the restrictions on traditional construction methods imposed by the height of the Dome’s roof. Since opening in 2007, the arena has established itself as one of Europe’s biggest and boldest venues for concerts and shows, hosting the likes of AC/DC, Beyoncé, Coldplay, Elton John, Madonna, Prince and Cirque du Soleil. As of 2017, it has also become the busiest venue in the world in terms of ticket sales, ahead of Madison Square Garden in New York and the Manchester Arena.

For a long time, the Millennium Dome was talked about as London’s biggest white elephant. The challenge for our brand activation team was to transform the public perception of the building and to make the space into a vibrant, exciting experience for every visitor and fan — and, more importantly, into a branded experience. O2 and AEG, however, didn’t want it to feel like a standard corporate sponsorship. They wanted to express their brand values in a much more organic way.

Our solution to the problem was what we called ‘the DNA approach.’ We took the view that the identity of O2 should flow through the building like blood through a human body. Signs glow blue, subconsciously reminding event-goers of the sponsor.

The materials used are consistent with the O2 brand language. The exclusive O2 lounge has blue water tanks with air bubbles rising up through them, just as you see in O2 advertising. The O2 Arena breathes its brand.

The O2 brand activation, widely regarded as the most successful across any U.K. venue, has transformed the perception of what corporate sponsorship and branding looks like. O2 is now a global name, indelibly marked in the public’s subconscious.

Populous’ interior design team undertook the design and delivery of the arena’s VIP O2 Lounge. The concept behind the lounge was to create a series of interlinked yet intimate zones which represented the brand identity of O2.

With a capacity of 200, the scheme challenges the traditional notion of a VIP lounge by utilizing stretched fabrics such as Barrisol to create a space with ‘blurred edges,’ in which the walls and ceilings merge to provide a unique, flowing visual experience.

Shells and tunnels form the main compositional elements of the scheme, providing a stark spatial contrast to the large open central bar area and creating a continually changing experience for the user as they move through the space. Floating luminescent elements and lighting levels define the mood of the lounge, while the background lighting and projections onto the translucent Barrisol cladding create a dramatic ambience. Design details such as the internally-lit bar and drinks shelves and the sparkling banquette seating reinforce the luxury and exclusivity of the space.

Header image credit: The O2 and Luke Dyson