The Challenge

Premier League football club, Manchester City, were seeking new ways to drive footfall to the Etihad stadium. Their aim is to create a year round attraction that will capture the attention of football fans and casual tourists alike.

ClientMCA ArchitectsProjectExperience City

The Solution

vStream designed the concept of ‘Experience City’ – a series of building installations that would act as a stadium tour experience for Manchester City. The proposal consisted of a new, high-tech, stadium entrance building housing a cafe, 270-degree view cinematic experience, retail area and a virtual reality experience room.

A new Man City Academy HQ concept was also designed. The Academy HQ building is a single-story building situated beside the main Academy Building. This is an innovation and learning centre. Inside, the space is split into two key areas, the Strategy Room and the Pillar Room.

An augmented reality ‘press experience’ was proposed. Using the existing press conference room within the stadium; guests would be given the opportunity to take their seat alongside an augmented reality Pep Guardiola at the press conference table.

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