The Future of The Olympics


Published on

As the Olympics are gaining more popularity and exposure from one event to another, many trends and factors are affecting its identity, the olympic venues and audience engagement. Our project, as part of the Design Futures module of the MA Design Strategy and Innovation program at Brunel University - London, presents how the Olympics will change in terms of Design and Innovation through three intervals: the period until 2016, 2032, then 2060.

The Team:
Eunsung Kim
Sami Hmaidan
Sophie Dobber
Syibratul Mohd Pauzi
Vasileios Matsoukas
Woonghee Park

Published in: Design, Technology, Business
1 Comment
  • The Good Force be with you!

    Excellent infos! Thanks & keep it up!
    I can see a bright future for the Olympic Games with your help.

    Live forever & prosper!
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Future of The Olympics

  1. 1. Eunsung Kim Sami Hmaidan Sophie Dobber Syibratul Mohd Pauzi Vasileios Matsoukas Woonghee Park THE FUTURE OF THE OLYMPICS
  2. 2. THE BRIEF As part of the Design Futures module of the MA Design Strategy & Innovation program at Brunel University, London THE BRIEF: To create ‘design futures scenarios’ examining of a team’s view of the future on a certain topic or area and the role design will play.
  4. 4. OLMP TOPIC The Olympic Games
  5. 5. OLMP AIM Addressing the Olympic Committee, our aim is to demonstrate future scenarios of the Olympics from a design & innovation perspective and present how it will affect the olympic’s identity, the olympic venues and audience experiences. This will be presented through three intervals: the period until 2016, 2032, then 2060. 2016< FUTURE 2032 2060
  6. 6. OLMP SCOPE The scope will cover from the audiences perspective: - olympics identity - olympic venues - audience engagement bidding cities volunteers audiences olympics stakeholders olympic committee athletes sponsors
  7. 7. OLYMPICS PRIMARY analysis trends / articles / lectures / guest lecturers SECONDARY RECOMMENDATIONS CONCLUSION TOPIC + SCOPING OB at S St ER ra V tfo AT rd IO , L N: on O IN do lym cr TE n p ea R ic tiv VI W e EW al di : k re D ct ig or it IN /m al Am TE an Ex y T RV ag pe in IE in rt gY W g in : S di re pe Ch ct IN en ct or pr TE g ato at of R rA es V IM IE so W tL AN rG : on O Pl re do am ac n e 20 e B Ev r 12 an an s din /O g zl E em xp Ed ert ize l OLMP METHODOLOGY
  8. 8. 2016 OLYMPIA TO RIO
  9. 9. 2016 EVERYONE IS IN! - sports for all: disabled / young - worldwide event - branded event - hosted in powerful cities (BBC, 2012)
  10. 10. 2016 ENVIRONMENTAL AND ECONOMIC IMPACT - lower waste of money and resources - create opportunities - upgrade cities (British Embassy Tokyo, 2012)
  11. 11. 2016 ENTERTAINMENT - worldwide accessibility - technical development - enhanced in-stadium experiences (Erwin, 2013) ((Baumer, 2010)
  12. 12. 2016 MEGA TRENDS SOFT TRENDS SUMMARY inclusiveness sponsorship Identity belonging sustainability recycling economy technology Venues urban dev. connectivity Audiences (Jordan, 2013)
  13. 13. 2032 IN TWO DECADES
  14. 14. 2032 EMERGING ECONOMIES - recession in the west - emergence of new economies - hosts: new rich countries, BRICs and Arab countries (BBC, 2012)
  15. 15. 2032 INCLUSIVENESS - more female participation - participation: gender equality and wider age groups - some games having both genders (Evans, 2013)
  16. 16. 2032 EFFICIENT VENUES - swappable / flexible stadiums - LED courts - adapt to: sports & spectatorship (Carey, 2012) (Hatmaker, 2011)
  17. 17. 2032 CRADLE TO CRADLE - zero carbon footprint - self efficient - energy surplus to empower surrounding areas (Heizelmann, 2012)
  18. 18. 2032 AUGMENTED EXPERIENCES - advanced devices - access to realtime info - personalized e-shopping 17 KM/H 14 KM/H SOPHIE (Madrigal, 2012) (Barwick, 2012)
  19. 19. 2032 SPECTATORSHIP - holograms - audience-controlled visual effects - athletes outfits reactive to audience (Baumer, 2012) (Lister, 2013)
  20. 20. 2032 MEGA TRENDS SOFT TRENDS gender equality SUMMARY inclusiveness sustainability sponsorship economy aging population Identity higher expectations connectivity technology zero waste Venues internet of things personalization Audiences (Evans, 2013) (Jordan, 2013) higher expectations
  21. 21. 2060 47 YEARS LATER
  22. 22. 2060 GLOBALIZATION - power shifts: nations to brands - brands will organize the the olympics in coordination with nations - brands will make political partnerships with other brands - consumers expressing their values through brands (Boult, 2013) (Jordan, 2013)
  23. 23. 2060 ECONOMIC INJECTION - brands will use the games as part of their CSR policy - games to be hosted in developing countries
  24. 24. 2060 TRAVELLING VENUES - permanent injection: housing & infrastructure - temporary sport facilities (Galvani, 2007)
  25. 25. 2060 AUDIENCES ARE GIVEN THE POWER - power will shift from nations to brands - consumers will have a say in: event decisions / awards AWARDS: PEOPLE’S CHOICE ATHLETES CHOICE: FROM SHORTLISTED CITIES
  26. 26. 2060 MEGA TRENDS SOFT TRENDS globalization SUMMARY co-creation economy Identity co-branding brand power fast construction techniques sustainability technology values through brands Venues 3D printed architecture globalization co-creation Audiences
  27. 27. MAJOR TRENDS AUDIENCE PERSPECTIVE inclu siven ess Identity sustainability ech.evolution t hift ic s nom eco nd ra b er ow p Venues Audiences
  28. 28. TRENDS’ IMPACT ON DESIGN STRATEGY 2032 2060 Nation Based Brand Based CSR, brand based event Sustainable Stadiums Self-sufficiant flexible venues Traveling Venues Passive Spectator Immersed Spectator Decision Maker 2016< Identity Venues Audiences
  29. 29. RECOMMENDATIONS to the Olympic Committee Although sponsorship represents a major source of income to the Olympic games, remaining authentic to the Olympics’ essence is really important. Avoid being too commercial. While the game of power will shift with time from nations to brands, a global audience is the one thing that will never change. Therefore, establish direct communication channels as early as possible and engage them.
  30. 30. RECOMMENDATIONS to the Olympic Committee With the digital advancement, co-creating with consumers is on the rise. They are eventually becoming decision-makers in many aspects with regards to products and services. Anticipating this trend by giving the olympics’ audiences more power and influence on the games is key to engaging them. Sustainability, inclusiveness, and economic develpment are becoming part of the Olympics’ identity. It is advisable to integrate these more in the regulations for organizing the event.
  31. 31. REFERENCES Chapa, J. (2009) ‘Movable Architecture, The Sliding House by dRMM’, Inhabitat, 20th Feb, Available at: (Accessed : 22 Feb 2013). Erdkoenig, A and Siskov, M. (2010) ‘Railway Housing’, Evolvo, 1 Feb. Available at : : 22 Feb 2013). Erwin, J. (2013) ‘Crowdsourcing, Seven Ways Crowdsourcing is Influencing the World’, Pgi, 10 Jan. Available at: (Accessed : 19 Feb 2013). Fast Company. (2009),’The Stadium of the FutureBy Fast Company Staff’, 1 April, Available at: (Accessed : 24 Feb 2013). Galvagni , F.(2007) ‘Shipping and movable containers’, Bldb, 24 Nov. Available at: (Accessed : 20 Feb 2013). guy-sports. n.d. Berlin 1936 Olympic Games, Available at: (Accessed: 3 Mar 2013) Hatmaker, T. (2011) ‘LED court lines change the game under your feet’, Yahoo New, 13 Sep, Available at: (Accessed : 20 Feb 2013) Heinzelmann, F. (2012),’Artificial Waterfall Could Make 2016 The Greenest Olympic Games Yet’, The Creator’s Project, March 07, Available at: (Accessed : 2 Mar). Hi Consumption (2013) ‘LED Court, ASB GlassFloor’, 5 Jan, Available at: (Accessed : 29 Feb 2013). Hill, D. (2012), ‘Though London's Games have yet to leave the starting block, work on Rio's Olympic venues is well under way’, n.d. Available at: (Accessed: 23 Feb 2013). Jones, R. (2013), ‘Changing the games’, [Lecture to MA Design & Branding Strategy and MA Design Strategy & Innovation]. 23 Jan. Jordan, P. (2013), 21th Century Supertrends, [Lecture to MA Design & Branding Strategy and MA Design Strategy & Innovation]. 19 Feb
  32. 32. REFERENCES Addley, E. (2012) ‘London 2012: army of volunteer Olympic Games Makers stands down’, The Guardian, 10 September [Online]. Available at: (Accessed: 3 Mar 2013). Barford, V. (2012) ‘London 2012: The great Olympics sponsorship bandwagon.’, BBC News Magazine, 13 July, Available at: (Accessed: 10 Mar 2013) Barwick, H. (2012) ‘Holograms may appear at future Olympics.’ Available: (Accessed 11 March 2013). Baumer, K. (2010) ‘14 Innovations That Will Make Sports Stadiums Of The Future Unrecognizable’, Business Insider, 9 Mar. Available at: (Accessed : 23 Feb 2013). Bellerby, K. (2012) ‘An Olympic Volunteer’s Story’, La crème Magazine, 18 Aug, Available at: (Accessed : 4 Mar 2013). BBC (2012) Timeline: Olympic Powers. Available at: (Accessed: 10 Mar 2013) BBC news UK (2012) ‘London 2012: Olympic Games ‘greenest ever’’, 11 August, Available at: (Accessed: 1 Mar 2013) Booth, R. and Gibson, O. (2012) ‘London 2012 Olympics empty seats row: Locog calls in the army (again)’, the guardian. Available at: (Accessed: 10 Mar 2013) British Embassy Tokyo (2012) London 2012 and Sustainability – the first ‘green’ Games., Available at: (Accessed: 2 Mar 2013) Carey, B. (2012) ‘Change of Venue’, Popsi, 21 Aug. Available at: (Accessed : 5 Mar 2013).
  33. 33. REFERENCES Madrigal, A. (2012) ‘The World Is Not Enough: Google and the Future of Augmented Reality’, the Atlantic, 25th Oct, Available at: (Accessed : 26 Feb 2013). Manchester City Council (2011) Event Volunteers. Available at: (Accessed: 26 Feb 2013). Manfred, T. (2012) ‘Abandoned Venues From The 2004 Athens Olympics’, 20 Aug, Available at: (Accessed: 3 Mar 2013) Maurrasse, D. (2012) ‘Rio 2016 Olympics: Another Reason to Watch Brazil’s Rise’,24 Aug. Available at: -to-watch-brazils-rise/. (Accessed : 27 Feb 2013) Mohan, J. (2012) ‘Will Olympic volunteering have an enduring impact?’, The Guardian, 28 Aug [Online]. Available at: (Accessed : 4 Mar 2013). Olympist (2010) Commercialization of the Olympic Games, Available at: (Accessed: 10 Mar 2013) Paleo-Future (2008) Mechanized Stadium of the Future (1958). Available: (Accessed 1 March 2013). Pitts, As.and Liao H. (2009) Sustainable Olympic Design and Urban Developmen, 1st edn. Routledge. Qualcomm (2012) Top 7 Olympic Tech Innovations. Available: (Accessed 11 March 2013). Shields, R. (2011) ‘Coke Steps Up Co-Creation Ahead of London2012 Olympics’, 21 Oct, Crowdsourcing Org, Available at: (Accessed : 4 Mar 2013).
  34. 34. REFERENCES Smith, B. (2012) ‘The Future of Olympic Architecture Is Portable’, 31 Jul, Mashable. Available at: (Accessed : 25 Feb 2013). Waldemeyer, M. (2012) ‘LED carnival costumes for rio olympic handover’, Design Boom, 22 Aug , Available at: (Accessed : 20 Feb 2013). Williams, A. (2012) ‘Four Perspectives On Augmented Reality And Its Future’, Tech Crunch, November 25th, Available at: (Accessed : 28 Feb 2013) Wire, J. (2012) ‘Timeline of innovations at Olympics past, present, and future’, Metador Network, 26 July, Available at (Accessed: 20 Feb 2013). Ybanez, A. (2012) ‘Best augmented reality (AR) apps for Android - Google Glasses’ , Android Authority, 12 Jun, Available at: (Accessed : 25 Feb 2013). Young, A. (2012) ‘Best bits: The Olympic legacy for the voluntary sector’, The Guardian, 7 Aug, Available at: (Accessed : 20 Feb 2013). INTERVIEWS THANK YOU Interview on the future of Olympics Edizel, O. (2013) Interview on the future of Olympics. Interviewed by Sophie Dobber, Syibratul Mohd Pauzi, Eunsung Kim, Woonghee Park [in person] Brunel University, March 7 2013. Evans, G. (2013) Interview on the future of Olympics. Interviewed by Sophie Dobber, Syibratul Mohd Pauzi, Eunsung Kim, Woonghee Park [in person] Brunel University, March 7. Nick, L and Lister, M. (2013) Future of the Olympics. Interviewed by Sami Hmaidan, Eunsung Kim, Vasilius Matoukas, Woonghi Park [in person] Imano, London, 2 Mar 2013.