U Arena, European's largest domed stadium
2017
A chameleon-like brand for a unique, unprecedented & immersive experience.

U Arena

Background

    Mr. Jack Lorenzetti, current President of Racing 92, is a founder of the U Arena project, which is the design of the largest enclosed arena in Europe. The site’s architecture was awarded to Christian de Portzamparc's Architecture and Urban Planning firm.


    Beyond rugby matches for the Racing 92 home team, this outstanding facility will be able to host multiple events like concerts, sports events, international premieres, and major conferences.
    A spectacular facility in the centre of the French Manhattan:

    • A one of a kind architecture with its scaled facade, that is adjustable, depending on the event, using a unique lighting system.
    • Forming a flexible U that can be adjusted according to the type of event while hosting up to 40,000 spectators.
    • A gravity-defying screen measuring 2,400 m2 (the size of 2 Olympic-sized swimming pools)
    • A prestigious partnership with Moment Factory, leaders in the design and production of immersive environments, such as NBA games, Madonna and Muse World Tours…

    True vision

    The intention of this new venue is to be an integral part of the urban and economic landscape and to become an unmissable stop on Europe’s cultural and entertainment circuit. The idea is to create a special connection between the facility, the artists or athletes and their audience.

    CBA created a brand for their unique architecture: a name, a brand platform and a graphic charter.

    Creative expression

    The brand was created around the extraordinary nature of the venue, which promises a unique, unprecedented and immersive experience.

    The facility’s identity starts with a name: U Arena.

    The name echoes the facility’s unique shape that can be adjusted according to the event, and it also embodies the close relationship between this site, the artists or athletes and their audience.

    This close relationship is also inscribed in the personification of the space: “A head-spinning show” becomes the hallmark of this leading edge venue for live events, aiming at propelling each member of the audience into a new dimension, for a memorable, spectacular and unconventional experience.

    CBA created a chameleon-like brand, a logo with 11 colours that expresses multiple activities with an identity strong enough to build an international reputation and adapt to the requirements of different participants.
    Be there in October 2017 to live the U ARENA experience!

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