HOK Sport rebrands

Sport Business News

Celebrating 2009 as an independently–owned design practice, HOK Sport Venue Event has rebranded as Populous. The brand reflects the practice's recently completed buyout and separation from HOK Group in St. Louis, Missouri in the US.

"Populous allows us to enthusiastically embrace the expertise we uniquely claim–drawing people together, " said Populous senior principal Joe Spear. "With a clarity of vision and purpose, all of the people, portfolio, capabilities and expertise formerly known as HOK Sport Venue Event continue today as Populous. "Populous, which means full of people or abounding in people, was chosen because it points to the practice's particular expertise of drawing people together around teams, athletes, events, places, commerce, industry and ideas that are embraced and adored. "As the world becomes more populous, and ever–advancing technology separates us into audiences of one, our expertise becomes more relevant, " said Spear. "Our singular focus is to design containers of emotion for the collective energy of lots of passionate people. " To launch the new brand, Populous has launched a new website to capture views on the question of 'What draws people together? ' People from around the world have answered the question in a video that can be viewed from the site. Fans around the world are invited to answer the question themselves at the web site, www. populous. com. The rebrand comes at a time of celebration for many of the practice's current projects:Both the new Yankee Stadium and the New York Mets' new Citi Field ballpark opened with preseason games on 3 April 2009; The test event for the new roof on Wimbledon's Centre Court in London is scheduled for 17 May, and tickets for the event sold out in five minutes; The Michael Jackson concert series to be held at the Populous–designed O2 Arena in London, UK were the fastest selling tickets ever in the city; Construction on the Populous–designed London 2012 Olympic Stadium has just reached the halfway milestone mark; The largest project in the history of US collegiate sports–TCF Bank Stadium on the University of Minnesota campus–opens in September 2009; And the Phoenix Convention Centre in Arizona has booked a record number of events for the coming year. "These projects are both emotionally satisfying and aesthetically accomplished, but our focus goes beyond the built environment, " said Spear. "We transform spaces to produce lasting social and economic returns while fostering human connection around shared passions. "

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