london 2012 a decade in the making - populous london 2012
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LONDON 2012A DECADE IN THE MAKINGPRESS PACK
BID
OvErLAy
MAsTErPLAN vENuEs
BrAND ACTIvATION
LONDON 2012A DECADE IN THE MAKINGPRESS PACK
LEGACy
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BID
Populous has been involved in 10 Olympic Games and were the bid architects for 3
consecutive host city awards for the cities of London 2012, Glasgow 2014 and Sochi 2014.
Our unique experience allows us to identify and optimise the use of the city and surrounding
areas to create compelling and compact venue distribution plans for potential host cities.
With our in-depth analysis, we work alongside bidding cities to provide a comprehensive
proposal to organise the Games that will appeal to the IOC and other major competition
committees. Since 2003's initial site exploration, Populous assisted the London 2012 bid
team with in house architects who created the bid winning London wide sports masterplan.
MASTERPLAN
Our process of masterplanning begins with a long term legacy strategy as the starting point
for creating vibrant and sustainable places within cities. We use sporting and entertainment
venues as urban catalysts and develop the relationship between social infrastructure elements,
and enhance them to add value and character to the urban realm. For the London 2012
Olympic Park our design approach was imbedded in our masterplanning, ensuring that the
personal experiences of all Games time and legacy user groups were considered from their
respective mode of transport to their seat within the venue.
VENUES
With more than a 1,000 projects completed globally, we open locations to the world – creating
iconic venues that become a financial success. Our portfolio includes the design of 3 Olympic
stadiums - Sydney 2000, Sochi 2014 and the London 2012 Olympic Stadium, which has
already become the centre piece of the park and a catalyst for the urban regeneration of East
London. The number of venues that Populous has previously designed and that will be used
during the London Olympic Games, such as the Copper box, Wimbledon, Wembley, North
Greenwich Arena and the Millennium stadium, amongst others, embraces the sustainable
concept of a Green Games presented in the venue plan development submitted to the IOC.
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OVERLAY
The scale and complexity of an Olympic and Paralympic Games is huge: 35 competition
venues, over 150 non-competition venues, 30 client groups and 28 million ticketed
spectators. As Team Populous (Populous, Allies and Morrison and Lifschutz Davidson and
Sandilands) we have designed each and every venue, to ensure that the venue design fits
in and exploits its natural surroundings and is sympathetic to the heritage of the setting.
We always take a design-inclusive approach to temporary structures and major events,
maximisng user experience to create memorable places and spaces. Our philosophy of
‘embracing the temporary’ has allowed us the freedom to showcase London, using it as
a backdrop to create defining moments – beach volleyball on Horse Guards Parade, the
silhouette of a horse jumping in Greenwich Park – these will stand as a symbol of the
Games for decades to come.
BRAND ACTIVATION
Populous Activate is a brand activation and experience design agency. With our unique
understanding of sports and entertainment, our wayfinding strategies have created a set
of principles to ensure clarity of communication, inclusivity and good design. The signage
is integrated in each of the venues (Copper Box, London Olympic Stadium, Basketball
Arena and Water polo) and by considering spectators from the start, embracing the cultural
values and making them an integral part of the plan, we are able to ensure that every
venue, whether temporary or permanent, offers an enhanced experience to every user
and leaves a lasting memory.
LEGACY
Bringing the Olympic and Paralympic Games to London was driven from the outset by the
opportunity for a unique legacy that could be delivered for the city. The Games have been
a catalyst for urban regeneration in East London, fast tracking 25-30 years of planned work
into just a decade, creating the largest new park in the city for over 100 years. The Queen
Elizabeth Park is a vibrant piece of connecting tissue which will unify the four London host
boroughs around the River Lea, creating a new residential district, enhanced rail
connectivity, and significant job creation for the local population. At its heart will lie the
Olympic stadium, delivering an enduring athletics legacy and a multi functionality that will
allow it to play host to a wide range of sporting and entertainment events in the future.
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80,000 capacity
56 vomitories
56 different colours of glass balustrades
80 metre warm-up track
4,610 square metres allocated to toilets
360 rolls of turf
20,000 square metres of field of play
700 rooms and spaces within the Stadium, including changing rooms and toilets
5,250 people have worked on the project
45 Populous architects worked on the project
240 UK businesses have won contracts for the construction
BOWL
8,000 precast units in the bowl
9,250 cubic metres of precast concrete in bowl
154 loudspeakers in the seating bowl, suspended in 56 cluster locations
218 kilowatts of amplification driving a total of
1,250 loudspeakers throughout the entire stadium
ROOF
6,000 metres of cable in the roof
28 main roof column bases
260 metres width of main roof compression truss structure
310 metres length of main roof compression truss structure
25,500 square metres of fabric roof
112 steel rakers
LIGHTS
532 lights
14 sportlights towers
44 lights per tower
35 tonnes, each tower weights
1 megawatt – total power
INTERESTING FACTS
50 kilometres of seats lined side by side
34 unladen double decker London buses – the weight the roof can support
800,000 tonnes of soil was taken away before construction could begin – enough to fill the Royal Albert Hall nine times over
62.7 metres is the stadium height that is half the size of the London Eye and equivalent to the central span of Tower Bridge
1,000,000 people will visit the Olympic Stadium
LONDON 2012 OLyMPIC sTADIuMBY THE NUMBERS
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EVENTS
354
times London has hosted the modern Oylmpic gamesnations will participate in the Games
47 Gold Medal Events in the Olympic Games
166 Gold Medal Events in the Paralympic Games
27 July 2012 Opening Ceremony, Olympic Games
12 August 2012 Closing Ceremony, Olympic Games
29 August 2012 Opening Ceremony, Paralympic Games
9 September 2012 Closing Ceremony, Paralympic Games
10,500 competing athletes
30,000 media and broadcasters that will cover the Games
7,500 team officials
3,000 technical officials
205 countries represented this summer
26 sports that will be contested
39 disciplines
PARK
357 football pitches that could fit into the park
500,000 plants in the park’s wetlands areas
1,300,000 tonnes of soil that has been washed to get rid of contamination
EQUIPMENT
2,700 footballs
26,400 tennis balls
8 trampolines
65,000 towels
510 adjustable hurdles for athletics
600 basketballs
541 life jackets for canoeing, marathon swimming, rowing, sailing and the triathlon
53 sets of lane ropes for swimming
6,000 archery target faces
22 tape measures
356 pairs of boxing gloves
PEOPLE
15,000 volunteers will be on hand for the opening and closing ceremonies
8,000 people will carry the flame
LONDON 2012 OLyMPIC GAMEsBY THE NUMBERS
vENuEs
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London will be the first city to host the Olympic Summer Games for a third time, and the
organ ising committee intends to showcase the city’s capability in hosting spectacular, efficient
and innovative Olympic and Paralympics Games. Embedded in the London Games design
parameters is the need to provide for the future, the Legacy of a major event, which requires
transformation of the city and the venues – challenging the concept of building permanence.
To achieve a balance between the immediate needs of the large Games stadium against a long
term, small scale venue, Populous have embraced the opportunity to develop the architectural
language of venue design. We have progressed a new theory of ‘embracing the temporary’,
by exploring form, materials, structure and operational systems to bring a structured palette of
elements into a cohesive design. Simple legible forms develop, minimizing the physical weight,
fabrication time and embodied energy of each component – bringing together a compact
structure formed by demountable connections. This not only enables the overlay of theatre
and spectacle in staging the Opening and Closing Ceremonies for the 80,000 capacity venue,
but also promotes possibilities of transformation after the Games down to a minimum
25,000 seat venue form.
The London Olympic Stadium is sited on a diamond-shaped island between two existing water-
ways, located within the southern section of the new Olympic Park. The seating bowl is compact,
bringing all 80, 000 spectators far closer to the event than previous Games venues. The design
makes full use of the site’s island situation, providing a complete circuit of spectator podium
concourse around the stadium, connected by bridges to the main park. This podium concourse
promotes the carnival nature of the event with a perimeter array of spectator facilities, particu-
larly retail and food service, distributed along the natural boundary of the water’s edge. During
the three hours of an athletics event, spectators are free to move from their seat out onto the
podium to visit these colourful clusters of concession pods, and view across the waterways the
activities in the adjacent park and venues.
The key sustainability criteria of reduce, reuse and recycle were adopted to create a compact,
flexible and lightweight design. The main Stadium structure is light and elegant, clearly expressed
by the external diagonal articulation of the white tubular steel of the roof and the internal slender
black steel supporting the temporary upper seating tier. Between these two frames lies the
concourse façade, the full height ribbon sections of the fabric ‘wrap’. The black and white seats
provide a neutral backdrop for the interior colour of the spectator facilities and pathways,
and the animation that spectators will bring to the event.
KEY FACTS
LOCATION
Olympic Park
CLIENT
The Olympic Delivery Authority
ARCHITECT
Populous
CAPACITY
80,000 Olympic
25,000 Legacy
EVENTS
Athletics
Opening and Closing Ceremonies
LONDON 2012 OLyMPIC sTADIuMTHE VENUE
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Athletics is a sport particularly sensitive to wind conditions. Should cross winds or head
winds also be strong then it makes it harder for the athletes to reach their peak speeds.
Furthermore, if the wind speed is to exceed a record high tailwind of 2m/s to be broken the
IAAF cannot allow events to stand. Therefore, it is essential that the design of an athletics
stadium reduce wind speeds to within this threshold as much as possible. In extreme
adverse weather, it is common for athletics events to be postponed irrespective of the
stadium design.
At an early design stage, computation fluid dynamic (CFD) modelling was undertaken on
a number of roof coverage options to establish the optimum wind performance level, given
obvious cost constraints. Physical wind tunnel testing was conducted to verify that the wind
speed restrictions could be met. In comparison to previous years’ weather reports, the
results suggest that the wind speeds at the recorded points will be below the threshold for
the majority of the days of the athletic competition. From these results, the amount of roof
cover was established resulting in approximately two thirds of the spectators’ seats being
located under cover, which was deemed acceptable by the client.
To support this amount of roof, a number of design solutions were investigated including
conventional cantilevered solutions. Typically cantilevered solutions are economically
efficient up to a tipping point whereupon the amount of steel necessary becomes dispro-
portionate. The amount of roof cover and the elliptical shape of the seating bowl allowed
the design team to consider employing a ‘bicycle-wheel’ type roof, which can be extremely
efficient both in terms of the materials employed and economically. The design developed
with a truss around the perimeter of the stadium which is pulled into compression by a
ring of cables at the inner edge of the roof, and radial cables which run between the com-
pression truss and the inner ring, all of which are in tension. The overall ‘wheel’ of the roof
is therefore in equilibrium and simply needs to be supported from below and any rotation
resisted; which is why the columns that support the compression truss are angled both in
section and elevation. This creates a self-stable structure, independent of the seating bowl
to keep the dynamic forces of the two systems separate. The roof covering is a series of
pre-shaped PVC-coated polyester fabric panels, approximately 1mm thick, which are
clipped to the cables and tensioned into their final 3-dimensional form.
LONDON 2012 OLyMPIC sTADIuMTHE ROOF
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The demands of televising the athletics results in very high light levels on the field of play
in order to allow the coverage to include slow-motion high -definition TV. In order to prevent
glare for the spectators and competitors and lens flare for the TV camera, the angle that the
light falls on the field of play needs to be carefully controlled. Due to the compact design of
the stadium and the amount of roof cover, the sports lights needed to be located above the
inner edge of the roof. There are 14 lighting paddles (or rigs) placed on top of the tension
ring to position the lights in the correct location. Their form reflects the other triangular
geometries of the stadium design.
The efficiency of the design allows the embodied energy within the structure and fabric
of the roof to be kept to an absolute minimum. It is therefore one of the most significant
environmentally sustainable aspects of the stadium design.
LONDON 2012 OLyMPIC sTADIuMSPORTLIGHTS
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The aim of the Team was to design the most sustainable Olympic Stadium to date and
reduce the amount of steel and concrete needed, making it one of the lightest stadia of
modern era. The embodied energy was reduced by minimising physical weight, reduction
of fabrication time and details which allowed for rapid erection and later dismantling. The
design team adopted key sustainability criteria to reduce, reuse and recycle to create a
compact, flexible and lightweight design that allowed for a cost-effective life cycle compared
to similar building of this type and scale.
Possibly one of the most important factors that influenced the use of concrete was to
manufacture it at a batching plant, located next to an existing rail link on site, guaranteeing
high environmental targets were achieved. This enabled all materials to be delivered by rail
in bulk rather than by road which kept thousands of lorries of the road system in London
preventing possible congestion and pollution. Also having space for a precast yard on the
Team Stadium site allowed for reduced transportation of several major building compo-
nents. The ODA set up focus group to ensure that delivery of the targets set out in the brief
were met by the design teams. With the use of materials including recycled aggregates,
GGBS and PFA, the recycled content of the concrete was increased to achieve and improve
the ODA requirements.
LONDON 2012 OLyMPIC sTADIuMSUSTAINABLE DESIGN
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COPPEr BOxMULTI FUNCTIONAL SPORTS ARENA
For the duration of the London 2012 Olympic Games the venue will host Handball, the
Fencing discipline of the Modern Pentathlon and Goalball. One of only four permanent
Olympic Park buildings the primary objective has been to construct a venue that will
become a useful asset to the local community and an integral part of the legacy parkland.
Essentially a single clear span hall the venue is capable of hosting a variety of community
sports with the additional flexibility to host concert and exhibition events. The building
features a crèche, an independent cafe, a dance studio and a health and fitness club to
support day to day activities such as basketball, handball, badminton, boxing, martial
arts, netball, table tennis, wheelchair rugby and volleyball.
The seating bowl includes a fully retractable lower tier allowing the field of play to transform
into a space capable of holding exhibitions, shows and concert seating for 1500 people.
Designed to operate in either ‘event’ mode or ‘community sports’ mode there is a dual high
and low capacity method of arriving, circulating and using the venue.
This awarded Breeam ‘excellent’ venue boasts impeccable sustainability credentials.
The thermal envelope has been detailed to achieve a 20% improvement on the require-
ments of the building regulations. Low flow sanitary fittings combined with waterless urinals
and WC’s flushed with harvested rainwater reduce water consumption to a minimum.
88 roof mounted lightpipes linked to the lighting system provide glare free daylighting to
the field of play. The building is fully integrated into the park wide district heating and power
generation system. The seating bowl is conditioned using a low energy low velocity displace-
ment ventilation system.
The concept of a simple distinctive copper box hovering over the landscape has been
carefully detailed by Populous to ensure a timeless appearance that will sit neatly within
the park landscape. The essence of the building has been to create flexibility through the
simplicity of design.
KEY FACTS
LOCATION
Olympic Park
CLIENT
The Olympic Delivery Authority
ARCHITECT
MAKE, Populous
CAPACITY
6,000 Olympic
7,500 Legacy
EVENTS
Handball
Modern Pentathlon
Goalball
OvErLAy
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This summer’s London Games will involve 26 Olympic and 21 Paralympic sports, almost
20,000 athletes and officials, 9.2 million ticketed spectators, 20,000 media and 70,000
volunteers. With these numbers comes a demand for venues and facilities on an enormous
scale – not only spectacular competition venues that provide the best possible sporting and
viewing conditions but centres for the media, offices, stores, laboratories for drug testing,
temporary start and finish lines, pedestrian bridges, plants in pots and thousands and thou-
sands of signs.
Making all this happen is overlay - the logistical, technical and architectural feat that
makes permanent venues, whether existing buildings or landscape, fit for Olympic purpose.
The design team behind the overlay for London 2012 is Team Populous, made up of award-
winning design practices Populous, Allies and Morrison and Lifschutz Davidson Sandilands.
Over the years, more than 80 architects have worked on this vast project, with around 80
architects working on it at its peak.
In its standard format, overlay is used to create the hundreds of temporary structures
needed to house the various user groups – Olympic Family, media, workforce etc – that
support a major sporting event, as well as things like cabins, tents, generators, toilets,
and so on. At London 2012, overlay has been taken even further, thanks to a strategy
of ‘embrace the temporary’.
This strategy was adopted both to showcase the city itself - overlay gives the freedom and
flexibility to do things like stage beach volleyball at Horse Guards Parade, archery at Lord’s
Cricket Ground and equestrian events at Greenwich Park – and to leave a sustainable
legacy for London, with no architectural ‘white elephants’.
Within the Olympic Park, overlay has been used to add vital flexibility to venues like the
Stadium. It’s also how the unique One to One Ceremonies Rehearsal Space – two full-size
replicas of the Stadium’s footprint – was created, allowing the ‘cast of thousands’ to
rehearse for the dazzling opening and closing ceremonies while vital installation work
carries on within the Stadium.
Weaving through every element of the overlay, from spectator seating to signage, is a con-
sistent and holistic design approach, with a joyful but low key feel that takes inspiration
from the vernacular of British festivals with arrays of peaked white tents, flags and bunting.
By using this carefully thought-out mix of permanent and temporary architecture in every
venue, we have been able to use the city as a backdrop, creating what will be a memorable
experience not just for the athletes, but for the spectators at the event and, perhaps even
more importantly, for over 4 billion television viewers worldwide.
We will also leave the right legacy for the Games and for London. Environmentally, econ-
omically and socially, London 2012 is the most sustainable Olympic Games of the modern
era. Team Populous are proud to have designed the overlay for London 2012 in partnership
with LOCOG.
Together, the complementary skills of our three practices mean that the athletes, media,
spectators and on screen viewers will experience something quite extraordinary this
summer, seeing London as they’ve never seen it before.
TEMPOrAry ArCHITECTurE
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Beach Volleyball has proved to be one of the most popular sports at the Olympic Games
since its introduction in Atlanta in 1996. The setting in the iconic Horse Guards Parade
venue, within an entirely temporary 15,000 outdoor seating arena – similar in size to
Wimbledon Centre Court, positions it to be one of the most-sought after tickets events for
the London 2012 Games. The stadium itself has been designed to create a 'theatre in the
round' lower bowl that will provide a high energy atmosphere, and a three-sided upper bowl
that will provide spectators and television audiences with an unrivalled view of the London
skyline beyond.
The venue will host the Olympic beach volleyball competition for a total of 11 days and
there will be three sessions a day for the preliminary rounds. Its seating bowl has been
designed to respond to its historic setting and the associated facilities will respect the sen-
sitivities of its built and natural environment. The warm-up courts and athlete/International
Federation accommodation is located between the arena and the Horse Guards buildings.
All accommodation in this area is set out symmetrically to respond to the Palladian archi-
tecture of Horse Guards. The warm up courts are located centrally to avoid any built overlay
affecting the views from the stadium. The warm courts are symmetrically set out to focus on
the equestrian statues of Field Marshalls Roberts and Wolseley.
The beach volleyball venue has been constructed in a very short timeframe, constrained by
the Queen’s Diamond Jubilee that occurred on Horse Guards Parade six weeks before the
opening ceremony for the Olympic Games.
HOrsE GuArDs PArADEBEACH VOLLEYBALL VENUE
KEY FACTS
LOCATION
Central London
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
15,000
EVENTS
Beach Volleyball
www.populous.com
Greenwich Park will host the Olympic and Paralympic Equestrian events, as well as two
of the five Olympic Modern Pentathlon events. It will be in use for the full two weeks of the
Olympics and the first four days of the Paralympics.
The facilities and works required to host the event are temporary in nature and all will be
removed after the event. Some facilities will be based within existing buildings which will
then return to their former uses. The brief requires a temporary arena accommodating up
to 23,000 spectators to host most of the competition.
For the Cross Country element of the Equestrian event, a temporary course of approximately
6km will be laid out through the park. A run course of 1km in length will run through part of
the park and the arena as part of the Modern Pentathlon Run/Shoot event.
The Equestrian events are broken down into Dressage, Eventing, Jumping and Paralympic
Dressage Competitions. The Modern Pentathlon event involves five different disciplines:
Fencing, Swimming, Riding, and a combined Run/Shoot event in a single day. Both the
Riding and the combined Run/Shoot stages will be held at Greenwich Park.
The main arena is located immediately to the south of the Queen’s House, centred on the
Grand Axis which runs through the park and the buildings of the Old Royal Naval College
(ORNC) and National Maritime Museum (NMM). In its scale and arrangement the arena has
been designed to sit comfortably within this broader architectural and landscape composi-
tion. The Field of Play is bordered on three sides by stands, the north side being left open to
allow the Queens’ House to provide the setting.
The south stand is designed to be low enough to allow a clear view between the balcony of
the Queen’s House and the statue of General Wolfe at the top of the hill to the south, a key
landmark. The view from the Wolfe Statue looking north toward the Arena, Queen’s House
and ORNC is one of several protected views across the site. Consequently the appearance
of the south facade of the arena will require careful design.
GrEENwICH PArKEQUESTRIAN AND MODERN PENTATHLON
KEY FACTS
LOCATION
Riverside, London
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
23,000
EVENTS
Equestrian
Modern Pentathlon
www.populous.com
The Riverbank Arena is one of the seven key Olympic and Paralympic Venues located within
the Olympic Park. It occupies a very prominent location in the Park, in the northwest corner
alongside the River Lea. This venue will host all of the Olympic Hockey competitions as well
as all Paralympic Football matches.
During the Olympics the Riverbank Arena will be active for fourteen days; more than any
other venue in the Park. During this time there will be three sessions a day, with two
matches per session (except for finals) for a total of 76 matches. During Paralympics, Foot-
ball five-a-side and Football seven-a-side matches will be held on alternating days for a total
of ten days.
The venue will complement the surrounding Park venues, while also being a prominent
member of other temporary venues within the Park, London, and throughout the UK. Follow-
ing an Olympics-wide strategy, the arena embraces the temporary whilst fully integrating
the ‘Look and Feel’ of the Games. This has been achieved through a close collaboration
between the venue designers and the branding and marketing team. From the start, the
design team has established a clear intent to integrate the graphic elements within the
architecture of the venue.
The venue will provide a great atmosphere for the world’s best athletes to compete in front
of enthusiastic spectators as well as to a worldwide television audience. Great effort has
been made for the design of the venue to rise to this momentous occasion, which is imme-
diately evident from the bold colour scheme chosen for the pitch. For the first time in the
Olympics, Hockey will have a blue pitch. This will not only help redefine the image of the
sport but also provide a very fresh look for this venue. Even bolder perhaps will be the sur-
rounding runoff areas rendered in London 2012 pink. This very striking colour will provide a
contrasting highlight consistent with the Games-wide ‘Look’ strategy. Great attention has
been paid to make this colour combination vibrant but not glaring; fun but sophisticated.
The Riverbank Arena is a temporary venue, with the legacy Hockey venue located just to the
north of the VeloPark at Eton Manor. In legacy, the site will become a key part of the future
Elizabeth Park.
rIvErBANK ArENAHOCKEY AND PARALYMPIC FOOTBALL
KEY FACTS
LOCATION
Olympic Park
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
6,000 Olympic
3,000 Paralympic 5-a-side Football
EVENTS
Hockey
Paralympic Football
www.populous.com
During the London 2012 Games ExCeL London will be transformed into 5 separate temp-
orary arenas hosting 7 Olympic sports, followed by 6 Paralympic sports two weeks later.
ExCeL London obviously has a great experience hosting major events and meets the criteria
for hosting Olympic and Paralympic competition.
The ExCeL venue will embrace the temporary, whilst fully integrating the look and feel
of the Games, in a close collaboration between the venue designers and the branding and
marketing team. The design team has established a clear intent to integrate the graphic
elements within the architecture of the venue to maintain a balanced ‘look’ .
Given the large scale of the venue and the number of events taking place, it will offer more
than a singular viewpoint or experience. As such it should be considered not only as object
to be viewed from outside per-se, but as a place offering a series of memorable experiences
for athletes, Olympic Family, media and spectators alike.
ExCEL LONDONFIVE MULTI FUNCTIONAL SPORTS ARENAS
KEY FACTS
LOCATION
Riverside, London
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
10,000 maximum
EVENTS
Table tennis
Judo
Wrestling
Taekwondo
Fencing
Boxing
Weightlifting
Wheelchair fencing
Boccia
Sitting Volleyball
Power lifting
KEY FACTS
LOCATION
Central London
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
6,500
EVENTS
Archery
www.populous.com
Lord’s Cricket Ground is situated in the northwest of London within the Westminster
borough. It will host the Olympic Archery competition for a total of eight days, with a Fam-
iliarisation Day held the day immediately before competition. The event will be held on the
venue’s Nursery Ground for the preliminary round on day one of competition and Lord’s
Cricket Field will host the finals from days two through to eight. Medal Finals will occur on
days two, three, seven and eight. Lord’s Cricket Ground will not host a Paralympic Games
event.
The venue, a world class environment where archery’s elite will compete in front of a global
audience, will consist of temporary overlay within the existing grounds, utilising available
structures and infrastructure in order to promote the surroundings whilst minimising its
cost and environmental impact. The ground’s unique and celebrated identity will elevate
archery to the world’s attention whilst aesthetically retaining its connection to all other
Olympic venues. This will be achieved through the choice of materials, colours, and clad-
ding elements; utmost care will be taken to sensitively insert the overlay into this venue
to retain this delicate balance.
The orientation of the Field of Play particularly observes the history of the venue. The archer
is supported by the backdrop of a historical Pavilion, yet faces and shoots towards the
modern, inspirational and forward- thinking Media Centre. The archer shoots over but does
not touch the cricket wicket, and through this action acknowledges the significance of the
sacred square and cricket’s presence in this Olympic venue.
LOrD’s CrICKET GrOuNDARCHERY VENUE
LEE vALLEy wHITE wATEr CENTrECANOE SLALOM
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The Lee Valley White Water Canoe Slalom is situated in the southeast corner of the Lee
Valley Park and will host the Olympic Canoe Slalom preliminary and competitions for a total
of five days, with a gross maximum capacity of 12,000 spectators. There will be one session
a day, lasting four hours per day. Following the Games, the centre will continue as a facility
for canoe slalom training for various levels of involvement; from community use to interna-
tional competition, providing continuing sporting, social, economic and community benefits
as an enhanced facility to the area.
The Canoe slalom venue overlay has been designed to take maximum advantage of its
parkland setting and of the BWWCC building. The seating arena has been configured in an
asymmetrical horseshoe shape to enable dramatic views of the course and from the venue
to the park beyond. The main stand has been designed with a continuous lower section, to
provide a coherent atmosphere along the arena for spectators and athletes alike. From the
prominently high tiers of seating, people will be able to see outwards towards the Lee Valley
Park, whilst being afforded excellent views of the venue at large. People accustomed to
using the park as a daily routine will likewise be able to share in the excitement of the
Canoe Venue atmosphere: as people walk along the tow path or cross the footbridges along
the main access route to the south, they will be greeted with spectacular views into the
competitions open-ended seating bowl stands.
The accredited seating areas for the Olympic Family, media, and athletes are located at the
south of the course. The momentous height of the bowl structure and dramatic contours of
the site will be a significant focal point to the venue.
The Canoe Venue overlay has been designed as an entirely temporary structure to reduce
waste to a minimum. The vast majority of the elements going into building this structure will
be coming from the rental market to which they will return post Games. As most of these
elements are extremely lightweight, the amount of embodied energy in terms of shipping
and erection are also reduced to a minimum.
KEY FACTS
LOCATION
Greater London
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
12,000
EVENTS
Canoe Slalom
www.populous.com
The BMX venue has been designed in conjunction with the International Federation for
Cycling, Union Cycliste International, and British Cycling. The temporary seating will accom-
modate 6,000 seats (gross) during the 2012 Olympic Games.
The BMX Racing event will be held on Day 12 (Wednesday 8th August) and Day 13 (Thurs-
day 9th August) of the Olympic Games. After the London 2012 Olympic Games the seating
around the BMX track will be removed and a Road Cycle circuit and Mountain Bike course
will be added in the immediate vicinity of the Velodrome and BMX track, creating a Velopark
for elite athletes, local clubs and community use.
The BMX venue is positioned to the north-east of the Velodrome, with temporary seating
either side (north and south) of the track. A ramp allows spectator access to the concourse
level, and entry to the seating bowl. The Olympic Family and athletes access their accredit-
ed seating from the ground level back of house area behind the north stand. A canopy
covers the accredited seating to the north-east and south-east of the stands.
BMx vENuE
KEY FACTS
LOCATION
Olympic Park
CLIENT
LOCOG
ARCHITECT
Team Populous
CAPACITY
6,000
EVENTS
Cycling - BMX
PrEvIOusLyDEsIGNEDvENuEs
www.populous.com
Under the cover of one of the world’s most individual contemporary structures, a show of
a different kind is being staged. The arena which has been designed and constructed inside
The O₂ (formerly the Millennium Dome) forms the focus of an entertainment destination. An
extensive range of music and sporting events have been staged since it opened in early 2007,
hosting more than 150 events in its first year of opening, making it the UK’s premier venue.
The innovative design of the arena responds to its unique context, through an architectural
approach focused on the experience of the users. With the event space and seating bowl
forming the heart of the building, the public concourses and suite levels wrap around this core,
and focus outwards into three main atria which address the internal levels of the building.
The combination of judicious material selection and dramatic lighting emphasises the scale
and volume of the public realm. This is no more dramatically explored than in the triple height
O₂ blue room, where set against a backdrop of a 30m wide by 7m high projection wall,
500 visitors become central to the experience, interacting with their environment through
the latest technology. A backdrop of clean architectural and graphic expression acknowledges
the differing individuals who will attend the variety of events it holds, through a mix of bars,
private lounges and food concessions.
The logistical challenge of placing a building the scale of the arena within the Dome neces-
sitated that the roof would have to sit tightly beneath the Dome liner fabric, whilst maintaining
a minimum 4m separation for air and smoke reservoir provisions. Emergency exiting and
fire/ life safety considerations for the Arena will build upon approved solutions developed
originally for the Dome. The innovative structural methodology required to erect the building
cores and enormous roof system without conventional tower cranes lends itself to the fitting
analogy of building a ship within a bottle, albeit at the largest scale imaginable.
During London 2012, it will host Artistic and Trampoline Gymnastics, as well as some matches
in the Basketball and Wheelchair Basketball competitions.
NOrTH GrEENwICH ArENABASKETBALL AND GYMNASTICS
KEY FACTS
LOCATION
Riverside, London
CLIENT
Anschutz Entertainment Group
ARCHITECT
Populous
CAPACITY
20,000
EVENTS
Artistic Gymnastics
Trampoline
Basketball
Wheelchair Basketball
www.populous.com
Populous has been involved in the redevelopment of a number of key areas at the All England
Lawn Tennis Club, Wimbledon. The grandest part of the project has been the redevelopment
of the famous Centre Court. Populous have upgraded the south-eastern, northern and eastern
wings of the existing Centre Court and provided new accommodation comprising debentures,
hospitality and dining facilities to take the Club into the 21st Century.
The most dramatic feature of the redesign is the retractable roof. Its evolution has been
scientifically demanding: measuring 65 x 75 metres, the hydraulically operated structure is
a ‘folding fabric concertina’, with steel trusses supporting a translucent fabric skin. The roof
now allows the feature matches and finals to be played under cover during the inclement
weather over the two weeks of The Championships.
A key consideration is the internal environment during those times when the roof is closed:
both the players and spectators need to be comfortable. To that end, the design allows natural
light to reach the grass, while airflow removes condensation from within the bowl. With tickets
ever more in demand, an extra six rows of seating on three sides of the upper tier increased
the capacity from 13,800 to 15,000. New wider seats have been installed as well as new
media facilities and commentary boxes.
Stage 3 of the redevelopment has involved the masterplanning of the southern courts area
south of Centre Court. This includes the development of two new show courts as well as the
realignment of seven existing courts and new ancillary buildings including maintenance,
groundsman’s workshops/offices and Championship storage facilities.
New Court 2 (completed in 2009) seats 4,000 spectators and is sunk into the ground to
reduce its visual impact. The basement area contains player’s facilities and areas for officials
and ground staff. Adjacent to Court 2 are new turnstile and first aid facilities.
Wimbledon hosted the London 1908 Olympic Tennis competition – but missed out on being a
venue in London 1948 as Tennis was not on the Olympic programme.
wIMBLEDONTENNIS EVENTS
KEY FACTS
LOCATION
Greater London
CLIENT
All England Lawn Tennis Club
ARCHITECT
Populous
CAPACITY
30,000
EVENTS
Tennis
www.populous.com
Since opening as the Empire Stadium in 1923, Wembley captured the nation’s heart as the
home of football. World-wide venue fame followed, with international events including the 1948
Olympic Games, England’s World Cup victory in 1966 and the Live Aid concert in 1985. By the
late 1990s it was agreed that Wembley needed full redevelopment to bring the English National
Stadium into the new millennium.
The new 90,000 seat Wembley Stadium was designed by the World Stadium Team, a joint
venture between Populous and Foster & Partners, as a multi-purpose venue to host soccer,
rugby, concerts and, by the installation of a temporary deck above pitch level, athletics when
required. The geometry of the design brought the Wembley heritage into the 21st Century, with
a new, open four tier seating bowl achieving excellent sightlines across the pitch, and improved
spectator comfort. Every seat offers more width and legroom than those in the old Royal Box.
A retractable roof on the southern side allows additional light and air onto the pitch and also
shelters spectators during events. Between events, the roof is left open, but can be moved to
cover all the seats. The roof and bowl were both acoustically engineered to replicate the famous
‘Wembley Roar’, enhancing the atmosphere and sense of occasion for both spectators and
players. Key to the roof design is the Wembley Arch, symbol of the new stadium and the longest
single span roof structure in the world. Supporting both the fixed and moving roof sections from
above, the arch eliminates internal columns, and bringing a new landmark to the London skyline.
As the venue for the biggest national and international games in English football the stadium
has a range of hospitality spaces that allow 10,000 people to dine before a match. These
facilities are designed also to be used on non-match days for conferences, dinners and other
events, creating Wembley Stadium as a London hospitality venue for events throughout the year.
The new Wembley Stadium opened in 2007, returning the FA Cup Final to its traditional home,
and the venue is now building upon its heritage to become the world’s most dynamic stadium.
In the first year of events, Wembley welcomed more than 2.5 million visitors and the sport,
concert and cultural events achieved an estimated global digital audience of over 3 billion.
wEMBLEy sTADIuMFOOTBALL EVENTS
KEY FACTS
LOCATION
Greater London
CLIENT
Wembley National Stadium Ltd
ARCHITECT
Populous with Foster & Partners
CAPACITY
90,000
EVENTS
Football
www.populous.com
In 1995 Populous was commissioned by Cardiff County Council and The Welsh Rugby Union to
develop a concept design for a new multi-use venue to replace the existing Cardiff Arms Park in
time to become the main venue for the Rugby World Cup competition in 1999.
Spectator facilities and hospitality accommodation in the existing stadium fell well below the
standards now expected and seating capacity reductions, a result of conversion from standing
to seated accommodation, undermined the 65,000 capacity envisaged by the WRFU’s existing
stadium master plan prepared in the 60’s.
In response to these problems, the new Millennium Stadium, the first to be built in the UK
with an acoustically insulated retractable roof and the largest capacity of its kind in the world,
accommodates all types of sports, leisure, and cultural events to take place year-round and at
all times of day. The new stadium was a catalyst for the regeneration of Cardiff city centre.
The stadium interiors has a three-tiered profile, the middle of which provides club and
corporate seating with private Hospitality boxes to the rear overlooking the arena.
Stadium user accommodation is arranged over six levels and includes food and beverage
concessions ranging from fast food to reserved table restaurants, merchandising franchises
and retail outlets, a Museum of sport, childcare facilities, all designed to allow access for
disabled persons, and supported by extensive toilet facilities. Spectator accommodation has
been designed with degrees of flexibility which allow the stadium to adapt and compete in a
rapidly changing environment.
The city centre siting of the stadium allows easy pedestrian links with existing public transport
terminals.
MILLENNIuM sTADIuMFOOTBALL
KEY FACTS
LOCATION
Cardiff, Wales
CLIENT
Welsh Rugby Union and Cardiff
ARCHITECT
Populous
CAPACITY
74,600
EVENTS
Football
DEsIGNsOLuTIONHIGHLIGHTs
www.populous.com
Since 2003 initial site exploration, Populous has been involved in the bid, masterplan,
venues, overlay and wayfinding. Initial stages of work involved: Site Exploration, Masterplan
studies, Brief Writing, Venue Plan Development, Design reviews with ODA, Cost Estimating,
Operations review, Overlay development.
The Olympic stadium and the Handball Arena were successfully completed in 2011.
Populous, with a portfolio that includes the design of 3 Olympic stadiums (Sidney 2000,
London 2012, Sochi 2014), has now been involved in 10 Olympic Games and is currently
working on 35 competition venues and 110 non-competition venues of the London 2012
Olympic Games.
INvOLvEMENT IN THE LONDON 2012 OLyMPIC & PArALyMPIC GAMEs
www.populous.com
After the announcement in May 2004 that London had made the shortlist, Populous was
part of the all-important evaluation process, taking part both in evaluation visits and in the
presentation to the IOC, where the company helped convince the IOC Evaluation Committee
that the London bid had the right approach to create a memorable event.
In July 2005, London was awarded the Games, and Populous worked with LOCOG to review
the venue plans in detail and f ound that some of the venue proposals within the bid could
be adjusted to enhance their staging of the event. For example, at Lords Cricket Ground,
we worked with the International Archery Federation to realign the Archery course along the
axis between the main pavilion and media centre, which has actually enhanced the venue
for both athletes and spectators, while remaining true to the original concept of using the
historic setting as a backdrop to the event.
As the ODA started the handover of the main venues to LOCOG, the focus then shifted to
getting these venues ready to host Olympic and Paralympic events. Populous was appointed
by LOCOG to lead the Team Populous consortium, which had responsibility for designing all
of the overlay works for the Games.
Delivering a lasting legacy: in August 2013, the new Royal Park will be reopened to the
public, a permanent legacy of London hosting the 2012 Olympic Games. The Games will be
a catalyst for urban regeneration in East London, fast tracking 25-30 years of planned work
into just a decade and creating a vibrant, thriving place to live and work.
TIMELINE
www.populous.com
N
TrafalgarSquare
St Paul’s Cathedral
London Eye
TowerBridge
Tate Modern
CanaryWharf
GreenwichObservatory
Battersea Power Station
Big Ben
WembleyArena
WembleyStadium
Lord’sCricketGround
EarlsCourt
Hyde Park
�e Mall
WimbledonHampton
Court
HorseGuardsParade
Olympic Park
NorthGreenwich
ArenaExCeL
�e RoyalArtilleryBarracks
GreenwichPark
HandballArena
Overall, London 2012 will have temporary structures equivalent to the number of perm-
anent structures built for the last three summer Games, including 250,000 modular seats,
165,000m² of tents, 140km of fencing, 250 km of crowd barriers and 100,000m² of
temporary sports surfaces.
As part of our appointment as official Architectural and Overlay Design Services Provider,
Populous has also helped LOCOG to design the test event configurations. These crucial
events are conducted a year before the Games and test, venue by venue, issues such as
whether the field of play is right for the athletes, the movement of spectators and the
sequencing for building a venue. The test events allow any final adjustments in design
and operations to be made in good time.
The Olympic Delivery Authority (ODA) was established to develop and build many of the key
venues and infrastructure and in any Olympic Games, the focal point of the event is the
Olympic Stadium. It’s here that the Opening and Closing Ceremonies take place and that
some of the most eagerly anticipated Athletics events, such as the 100m, take place. In
January 2007, Populous was delighted to be appointed as architects for the main stadium,
as part of the Team Stadium consortium.
Populous is the official architectural and overlay design services provider. They lead a
consortium made up of Allies and Morrison and Lifshutz Davidson Sandilands to help
deliver the project.
OvErvIEw
LEGACy
www.populous.com
The Games have been a catalyst for urban regeneration in East London, fast tracking
25–30 years of planned work into just a decade and creating the largest new park in the
city for over 100 years. Our philosophy of ‘embrace the temporary’ has allowed the free -
dom to showcase London, using it as a backdrop to create defining moments – volleyball
on Horse Guards Parade, the silhouette of a horse jumping in Greenwich Park – that will
stand as a symbol of the Games for decades to come. The Stadium will also deliver an
athletics legacy for London, part of which will be the hosting of the 2017 IAAF World
Athletics Championships.
From a technical perspective, the brief’s main challenge was to create a structure that
could be both temporary and permanent - capable of holding 80,000 spectators during
the Games themselves but becoming a more manageable 25,000 seat stadium after the
Olympics. “This scale of reconfiguration had never been attempted before,” says Populous
Senior Principal, Rod Sheard, “and so we had to ‘embrace the temporary’ and rethink
the way we design a Stadium, exploring materials, structure and operational systems in
a completely different way.”
There are many advantages to overlay. Firstly – most obviously – it means that you avoid
being left with any ‘white elephants’, permanent structures that have no use once the
Games are over. Secondly, it gives freedom: it’s thanks to overlay that we’re able to stage
equestrian events at a world heritage site in Greenwich Park. Thirdly, it adds flexibility to
permanent structures, as with the Stadium itself. A venue can be expanded to meet the
Games’ requirements, then revert to a more manageable size thereafter.
Overall, London 2012 will have temporary structures equivalent to the number of perma-
nent structures built for the last three summer Games, including 250,000 modular seats,
165,000m² of tents, 140km of fencing, 250km of crowd barriers and 100,000m² of
temporary sports surfaces.
KEy suCCEss
www.populous.com
The stadium and the masterplan as a whole have taken a new, sustainable approach to
temporary architecture – we use only the materials, structure and operational systems
needed for the event, then transform it for a long-term future use. This is part of our broader
thinking on legacy: it’s not something that can be retrofitted. The Games themselves must
be spectacular, but we believe to be truly successful you have to consider the long-term
impact right from the start.
In August 2013, the new Royal Park will be reopened to the public, a permanent legacy
of London hosting the 2012 Olympic Games. The Games will be a catalyst for urban regen-
eration in East London, fast tracking 25–30 years of planned work into just a decade and
creating a vibrant, thriving place to live and work. For some of our staff it will also represent
a decade of work, starting with initial site explorations in 2003 and running through to the
opening of the park in 2013.
Populous is proud to have worked with the London 2012 organisers on so many of the
steps in this Olympic journey, drawing on a broad base of skills to assist them in delivering
what we feel confident will be a truly memorable Olympic and Paralympic Games.
KEy OPPOrTuNITIEs
FINDING yOur wAy, Our wAy POPULOUS ACTIVATE STORY
POPuLOus ACTIvATESIGNAGE AND WAYFINDING
With the world coming to London in 2012, the biggest challenge for the wayfinding in
the London Olympic Games venues was universal communication. We knew we had to
create a set of graphic principles that would be flexible enough to be applied to different
kinds of venue while ensuring consistently clear, inclusive and elegant signage. For it to
work, it also had to be visibly different from the highly colourful look of the rest of the
2012 communication.
We devised a simple, adaptable set of principles that could be quickly tailored to the
specifics of each venue. Information is black and white, primarily in the form of numerals
and pictograms.
Where text is necessary we used FS Dillon; simple, compact letterforms built for clarity
and economy of space, with interesting-looking, clear numerals (very important in numeri-
cal systems), with a little bit of quirk thrown in. In the temporary venues, a lot of the signs
are painted directly to the walls – a clean, bold, graphic implementation. In the permanent
venues, we matched the material aesthetic of the signage to that of the architecture.
The outcome is a coherent, well-integrated signage system: a unique feel to each location
and usable, useful and attractive information in them all.
The Copper Box will be the venue for Handball, Goalball and the Fencing discipline of
Modern Pentathlon during the London 2012 Olympic Games. The Copper Box was the
first of the arenas to have a completed signage system apply our design principles.
Spectators enter the concourse level that encircles the building, which is divided into two,
the inner and outer circles. The main challenge was to direct people to the correct circle to
get to their vomitory – the area in which people have to orient themselves on entering the
building is relatively restricted; the information has to be quickly digestible to keep people
moving and avoid bottlenecks.
The signage is an extension of the architecture and is formally sympathetic to the building,
echoing the strong lines and the vibrant red of the ceiling, constrasting with strong and
simple black and white. Each sign type enhances its surroundings without sacrificing
communication.
In legacy the Copper Box will be adapted to become a multi-use sports centre for community
use, athlete training and small- to medium-sized events. The signage was designed with
longevity in mind, the materiality and communication is designed to last.
COPPEr BOx
From the moment the London 2012 Games starts – with 80,000 people in the main
stadium, and an expected one billion people watching on TV – there will be a global interest
in this key venue. But once the games are over, the main stadium is here to stay. When we
started to work on the wayfinding and signage, we knew it would need to work equally well
both during and after the games. It would be important to create a timeless, enduring
system that still subtly referred to summer 2012.
We found a palette of striking architectural elements in the monochrome structure, steel
beams, and concrete pillars. We were excited by the possibilities offered by the coloured
glazing, which runs through the whole spectrum as it circles the building. We set ourselves
the challenge of bringing colour to the signage in a way that responded to this, without
contradicting the strict black and white colour scheme of the wayfinding information.
We did this by using signs with a C shaped cross-section, referencing the structural beams.
The face of the sign contains black and white information, while the inside refers to the local
colour of the glazing. On the edge of the sign is a shard pattern detail that echoes the visual
style of the games: specific for 2012, but not overpowering for afterwards.
Outside the stadium, 4.2 metre totems combine steel and concrete, light and shadow, to
create impressive beacons, highly visible among thronging crowds, yet harmonious with the
stadium. Other signs fit perfectly into place – the concrete columns on the inner concourse
providing a canvas for large, functional block numbers. Giant male and female pictograms
were positioned on the roofs of the toilet pods, assisting with the identification of toilets by
spectators exiting the upper tier.
The main stadium’s signage is materially varied and sophisticated; the system as a whole
is a coherent totality, unified by the simplicity of the black and white information and its
pleasing usability.
LONDON 2012 OLyMPIC sTADIuM
BAsKETBALL ArENA
During the London 2012 Games, the Basketball Arena will host Basketball, Wheelchair
Basketball, Wheelchair Rugby and the final stages of the Handball competition.
The small budget for this temporary arena added to the design challenge. Our choice of
material and manufacture processes had to be carefully considered, without detracting
from quality and aesthetic. Simple stencilled graphics and a limited number of built signage
helped keep the cost to a minimum.
The arena is a maze of door and small corridors once you have entered the building,
so communicating spectator entrances clearly from the external approach is imperative.
Once inside the communication is staggered to help with people flows, so visitors can
navigate the arena easily and quickly to avoid congestions on stairways. The signage adopts
the use of black and white as a complimentary strong contrast to the red and blues used
within the arena.
The result is a simple, strong, temporary signage system with all the quality and aesthetic
of a permanent one.
wATEr POLO ArENA
The Water Polo Arena will host both the men’s and women’s Water Polo competitions during
the Olympic Games. A stunning arena, our challenge was to apply our design principles as
an extension of the architecture.
Our solution was inspired by the form and materials used in the building and the arch-
itectural concept of wrapping the facade. Our design intent was to add a little as possible
in the way structure, but instead utilise the given elements. The large entrance signage
reflects the boldness of the blue stair wrap, whilst complimenting the angles created by
the raw framework.
The venue needed minimal signage due the simplistic nature of the seating layout.
To communicate the more complex location of the disabled and baby change facilities we
adapted the columns to enabled four-sided communication, allowing a lot of directional
information to be collected together, reducing the need for more signage.
Each sign type is carefully designed and considered – the outcome is signage that appears
totally at one with the built structure.
www.populous.com
CADBury
As Official Treats Provider to the London 2012 Olympic Games, Cadbury needed to create
a range of exciting sales units throughout the Olympic Park and venues across London.
Following LOCOG brand guidelines, the challenge was to communicate the Cadbury brand
through the use of LOCOG graphics.
The Treat Kiosk is the largest sales point, chocolate block walls and a purple bursting
wrapper roof communicate the Cadbury brand without using the logo or Cadbury product
images. One end of the unit will be used for customer engagement, where a chocolate
sculptor will be creating Olympic themed sculptures. Smaller versions of the Treat Kiosk,
known as Treat Huts will also be located around Olympic venues.
Three types of mobile selling units will be moving around the Olympic Village and Hyde Park,
selling chocolate, treats and ice-cream. The same striking purple graphic is used on these
selling units as on the roof of the Treat Huts and Kiosks.
Following on from the design of the selling units, a variety of projects followed, including
designing the gift bags for use across all sites, temporary tattoos for children, chocolate
block designs to be carved by a CNC router and staff training materials..
www.populous.com
wEsTFIELD sTrATFOrD CITy
Westfield Stratford city is so big, it had to be given its own postcode. The centre would
be a challenge for anyone to navigate in itself, but it also happens to be the gateway to the
2012 Olympic park, connecting it to a major London transport hub and an international
railway station. Making the lie of the land clear would be crucial to the success of the area.
For everyone who would use it, whether passing through or staying local, clear routes
would be essential.
We knew that, besides highlighting the functions of Westfield itself, marking the major
routes in and around it was critical. To do this something out-of-the-ordinary was necessary.
We proposed compact but very visible signs – beacons to light the way through the dazzle of
shops. The resulting path cuts a calm, clear, reassuring route through the dizzying kaleido-
scope of retail.
Westfield Stratford City opened in September 2011 without a hitch. It attracted 1 million
visitors within the first week of opening, with footfall averaging over 900,000 visitors a week
in the first 14 weeks of trading.
CONTACT us
Patricia Fernandez
T +44 (0) 208 874 7666
Gina Stingley
Bindi Perkins
www.populous2012.com
Twitter @populous twitter.com/Populous
www.facebook.com/Populous
www.populous.com
Populous
14 Blades Court
Deodar Road
London
SW15 2NU
United Kingdom