Identity for a mulitarena in Copenhagen

Today “Royal Arena” in Copenhagen is named after it’s main sponsor, a beer brand from Denmarks 2nd biggest city – Aarhus. With this project I suggest another strategy for the mulitarena in Ørestaden. This would require financial independency from the major sponsor, but facilitate the ability to attract smaller and more flexible 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 the guest, the artist or the sports star. 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 visual 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.