Today “Royal Arena” in Copenhagen is named after it’s main sponsor, a beer brand from Denmarks next biggest city Aarhus. With this project I suggest another strategy for the mulitarena in Ørestaden. An independence from the major sponsor, and perhaps the ability to attract smaller and more tempoary sponsorships. By calling a multiarena “Arena”, you suggest a strong focus on being just that. It underlines the primary target, the raison d’etre. The fulfilling of “Arena” whatever that means to you. A word of a vast heritage. A promise of entertainment. Arena tries to be nothing else. It’s core product is to accomodate all aspects of running an international well reputed mulitarena. I’ve framed the identity creation in 3 sections. The architectural; A well defined relation to the characteristica of the 3XN building. The cultural; Invoke the understanding of a international multiarena facilitating cultural events for the Copenhagen public. The local; A well defined and conscious relation to the local environment and athmosphere at Ørestaden. My intention was furthermore to create an identity that could represent the diverse events but yet be coherent in it’s shapes and composition.