Stadium design embraces icon-focused architecture for brand identity

Stadiums are evolving into more extravagant structures to capture public interest, as highlighted in Dezeen's Future Stadium series. The design by Heatherwick Studio for Birmingham City's stadium, which includes 12 massive chimneys, took many by surprise as it marked their inaugural stadium project. Jim Heverin from ZHA did not see it as reminiscent of a Victorian factory. Martin Glass from GMP Architekten, who oversaw the €1 billion renovation of Real Madrid's Estadio Santiago Bernabéu, noted that clubs now consider themselves as lifestyle brands. Meanwhile, Foster + Partners is working on stadiums for Manchester United and a shared venue for AC Milan and Inter Milan. Knutsson-Hall remarked on the growing expectations from fans and club owners. Nations are also investing in iconic stadiums, such as Lusail Stadium in Qatar and Saudi Arabia's ambitions for the 2034 World Cup.