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While the roof, video halo display and the views outside will attract the most initial attention, AMB Group and the Falcons paid equal attention to improving the fan experience, holding a series of focus groups and fan councils to learn what ticket-buyers valued most. “On the west, it becomes up to 70% fritted.” Elsewhere, the dot screen becomes more and more opaque,” Johnson says. “On the east side with the view of the skyline and on the north side it’s 100% clear. Instead of minimizing the material, though, the architects created a frit that goes over it. “It’s always a balancing act in terms of how clear and open the building can be.” The real challenge, though, was the south and west façades of the building, where the ETFE caused what the architect calls an “extreme” heat gain. For example, the petals of the roof opening were initially intended to be clear, but mechanical studies showed that “it was impossible to keep the building cool”, Johnson explains. With so much transparency, the designers were challenged to balance the desire for light and openness with the extra heat gain that can result. Mercedes-Benz Stadium in Atlanta, Georgia
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The money shot on TV will be this huge opening in the east side of the building facing downtown.” We wanted it to be an invitation to come to this building, and a window to the city. “We needed a building that when open could feel open,” explains Falcons team president Rich McKay. Mercedes-Benz Stadium’s angular metal façade on the upper portion of the stadium gives way to whole walls of glass below – manufactured and installed by Crown Corr – which not only can be partially opened to allow natural ventilation, but also gives attendees a view out to the city. The building is noticeably transparent, with more glass and transparent ETFE than even facilities such as Minneapolis’s US Bank Stadium, which has ETFE covering half its roof. It’s wanting to move around and see the event from different perspectives.” I think this building will be transformational for the fans because of that connection. There’s a reluctance to leave your seats. If you go to the concessions you don’t want to miss something. In the industry, one thing we’re always confronted with is that connectivity. There’s very few places in the building where you don’t have a view to the halo.
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You’re always connected to what’s going on. Wherever you are in those concourses you see that digital display. “I think that seems to be the thing people are mesmerized by. “A lot of people talk about the roof, butĪs cool as it is, it’s probably not as special as the video halo,” explains Mike Gomes, senior vice president of fan experience for AMB Sports & Entertainment Group (AMBSE), team owner Arthur Blank’s company. Developed by Daktronics and featuring technical infrastructure created by IBM, the 63,800ft2 video display will be the largest at any American sports stadium. Designed by HOK in collaboration with TVS Design and engineer BuroHappold, with Birdair as a specialty contractor for the roof and façade’s ETFE, the roof can open in 10-12 minutes, much faster than comparable stadia.īelow the circular roof opening is something just as unprecedented: a first-of-its-kind digital LED video scoreboard display curving 360° in the shape of a halo.
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Opened in September 2017 and with a budget of more than US$1.5bn, Mercedes-Benz Stadium is the first facility with a retractable roof that opens not with a single side-to-side mechanism, but with eight pieces moving outward from the center, resembling the petals of a flower. The buildings are being asked to have a degree of showmanship that’s becoming part of the expectations.” They have so much opportunity for content off their mobile devices and the broadcasts are so good, that there’s a disincentive to come out to the game. “Fans now have a tendency to want to stay at home. “The buildings are being asked to really be a spectacle,” says Johnson. Eye-catching architectural experience is more necessary than ever to attract fans. The home of the NFL’s Atlanta Falcons – as well as the MLS’s Atlanta United and a succession of concerts – Mercedes-Benz Stadium’s ambition also reflects changing industry needs.