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An intelligent wayfinding strategy for Tottenham Hotspur Stadium

Exterior view of Tottenham Hotspur Statdium showing wayfinding totem
[Image copyright and via Hufton+Crow]

About this event

Aptly in the year of Euro 2020, we kick off the new programme of SDS seminars with a talk by Simon Borg on the brief, challenges and inspiration behind Populous Activates commission for the Tottenham Hotspur Stadium.

Simon will examine how the practice’s cross-disciplinary design approach informed the development of authentic and long-lasting experiential spaces at Tottenham Hotspur Stadium London.

“The stadium itself is stunning, and we wanted to develop a wayfinding system that enhanced its design. You can see this in the subtle details; the perforations in the signboards that echo those on the façade of the stadium; the subtle activation of the Tottenham Hotspur brand through the use of the club’s colours and its preferred modern typeface, Apex. Just painting enormous numbers and letters onto the walls was never an option for us.” (Simon Borg)

Note: This is a rescheduled presentation, postponed from last month’s seasonal soiree.

About the speaker

Simon Borg – Creative Director (Associate Principal) at Populous Activate has more than 15 years experience of working for multi-disciplinary creative agencies in Australia and the UK. His expertise spans experiential design, graphic design, wayfinding, branding and naming rights activation. Since joining Populous Activate in 2004, Simon has been instrumental in the delivery of projects including the brand activation of London’s O2 Arena, London 2012 Olympics multi-venue wayfinding, as well as brand activation and wayfinding at Tottenham Hotspur’s new 62,062 seat stadium.

Populous Activate is a global collective of brand activation strategists and wayfinding designers. Working primarily within the sports and entertainment sectors, the interdisciplinary team provides activation strategy and consultation to some of the world’s biggest brands. Recent projects include the new stadium for Tottenham Hotspur FC, Google Tel Aviv and London’s O2 Arena.

Register for this event

This talk is free for SDS members and £25 for non-members.

All tickets include nibbles, soft drinks, beer and wine.

To register and confirm your place, please email our administrator Kate at

6:00 pm doors open for networking, nibbles and drink, with the start time for talks 6.30pm.

Please note: This event will be livestreamed and available to SDS members via our SDS Live Facebook account.


The Gallery, Alan Baxter Ltd, 75 Cowcross Street, London, EC1M 6EJ


30 Jan 2020 18:30

Price : £25.00

Already a member? See details above for booking details.