Brian Mirakian is the Principal at Populous, a design firm devoted to creating environments through infrastructure to create enriching experiences for communities. His other role in the company is the Director of Populous Activate of the Americas. The goal of the company is to use the power of design to link fans, brands, teams and properties by enhancing and extending the in-stadium experience. So when people are taking their children to Yankee Stadium for their first baseball game or to the University of Arkansas basketball game you get a distinctive experience. Both infrastructures were designed for the fan experience and brand awareness, thanks to Populous.

Every one of our projects is rooted in a story about community, the franchise, and the fans. A great stadium or arena needs to be about them and for them. It is our mission to create buildings that make a city better, bring people together and provide memorable experiences that lasts for generations. – Mirakian

When it comes to sports venues infrastructure innovation, Mirakian explains sports venues of tomorrow are changing profoundly in response to ever-present media content. He also says there are new behavioral patterns of next-gen fans that seek to choose their own adventure. Mirakian and Populous understand the demand for closer-than-ever access to athletes and entertainers, new types of amenities, sponsored and social spaces and immersive digital technology are all shaping the stadiums of tomorrow. For example, buildings that can physically transform and offer total event flexibility are being explored as well. For examples see the 2012 London Olympic Main Stadium, T-Mobile Arena, SunTrust Park and the new Tottenham Hotspur Stadium, all of which are great to draw from. Other forms of entertainment, like eSports, Mirakian says are also driving a new generation of purpose-built venues and are not far from becoming a reality.

Mirakian will be on the panel “Blurring Boundaries: Athlete, Brand & Consumer” discussing the bridge between the sports world and the how the sports consumer relates to brands. Mirakian explains that the line between a live event and virtual broadcast is blurring.  Because athletes have equipment and products that are specifically tailored to them, this has a profound effect on their performance.

Technology plays a significant role. Virtual and physical worlds are merging via mixed reality and artificial intelligence, and social media platforms are bringing the stories of athletes and consumers closer together…….All the traditional boundaries between athlete, brand and consumer are blurring as a result, creating some amazing possibilities that we are truly excited for. – Mirakian

Mirakian hopes that attendees of his panel leave with the concept that experimentation and idea-based exploration are the cornerstones of every great organization. This panel will be great for listening to professional insights to evolving branding and technology in sports. For individuals interested in design and industry development in the future of sports, Brian Mirakian and co-panelist Leon Imas, Global Director of Identity for Adidas, will have a noteworthy discussion to sit in on.

Q & A

What made you want to speak at SXSW?

SXSW is an amazing event. I have been privileged to speak as part of the SXSports track three out of the last four years on a range of topics that are shaping the industry, from the future fan experience to emerging entertainment and consumer trends. As a senior principal at Populous, one of the world’s leading sports architecture firms, I have collaborated with Adidas over the years on numerous innovative and experimental projects and we wanted to bring to light some of this groundbreaking future thinking of SXSW this year.

What is the focus of your panel? 

Architecture, product design and branding are converging at a rapid rate. I will present alongside Leon Imas, global brand director at Adidas, on the topic of these blurring boundaries to explore the way communities, venues, fans and athletes will continue to evolve in the future.  The result is a greater connection between fans and athletes, an open platform for all of us to participate in and a mission to leave a net-positive effect on the world around us.

In your professional experience, how is stadium design and infrastructure correlated to social experiences?

The two are inextricably tied together. People wanting to be together for a shared common experience is what makes us human. It’s in our DNA. So, the physical architecture of a stadium where people can participate in the event, socialize and experience moments of adventure and discovery are all major drivers behind the design. We also study the market-driven data surrounding what people want before the design process even begins. To create great social experiences and buildings with long lifespans, it is vital to consider the connection between a venue and its neighborhood, especially with mixed-use developments.

Would you like to give us a sneak peek of your panel?

We will unveil a collection of never before seen concepts through creative visual content. This includes a look at how the stadium of tomorrow will be constructed through high-performance engineering systems and ways next-gen technologies will bring fans and athletes closer together than ever before. We will also share new experimental breakthroughs in shoe materials and production using exclusively recycled materials and advanced 3D prototyping that transforms liquid into solid via digital light synthesis.

Lastly, are there any recent projects or achievements you have completed recently?

I direct a segment of Populous’ practice that focuses on future projects and innovations in fan experience. I have been fortunate to lead an initiative that focuses on the future venues of eSports for the past few years and it is exciting to see this world begin taking shape. I was also one of the lead designers on T-Mobile Arena that recently opened in Las Vegas, and have been heavily involved in our Olympic work and experiential environments at the Super Bowl. Along with SXSW, I speak frequently around the world on the future of design experience and consumerism and was honored to recently be interviewed for a piece in the New York Times on the topic.

Sunday, March 11

12:30 p.m. — 1:30 p.m.

JW Marriott – Salon C

Find out more: Blurring Boundaries: Athlete, Brand & Consumer

Featured image: Unsplash