A unified stadium design ‘universe’ for the new stadium.

Tottenham Hotspur were in the final stages of building their brand new state-of-the-art stadium, one with new standards in fan engagement and unprecedented digital media opportunities.  While maintaining more than 130 years of history and tradition, this step into a new era needed to make a statement that would reflect Tottenham's ambitions for the future on this new stage.  Our brief was to modernise the Spurs brand on the digital screens and create a high-impact digital strategy across all digital assets in and around the stadium. 

We crafted a fresh visual language for Tottenham Hotspur, featuring an electrifying new 3D model of the club’s cockerel emblem, which was also used to create physical statues around the stadium. Our designers developed concepts to capture the energy of the audience and the game. Dynamic ‘energy lines’ and effects pulse with intensity, weaving through multiple levels and screens to create a cohesive, high-energy atmosphere throughout the venue. The new look had to be effective across diverse touchpoints, from the giant cylindrical screen and wedge-shaped displays outside the stadium, to the IPTV network, jumbotrons, and multiple fascia levels inside. OMM worked with Tottenham Hotspur to tailor content for each display, ensuring a cohesive theme with maximum impact. We used a 3D model of the venue to visualise the campaign from all angles, and our secure content approvals website and app streamlined communication and feedback.