Reimagining Stadium Experiences: The Future of Holographic Transparent Displays in Sports Venues
When the Shenzhen Bay Sports Center, famously known as the “Spring Cocoon”, installed a 2,500-square-meter holographic transparent screen, it did more than set a world record—the world's largest holographic screen project. It marked a turning point in how display technology can redefine the spatial and experiential language of modern sports venues.
At the heart of this transformation is Unilumin’s Udesign SV series, a breakthrough in LED display innovation that merges holographic imaging with ultra-high transparency. With over 90% transparency and an ultra-thin profile, the screen dissolves the traditional boundaries between digital content and physical space. Unlike conventional LED displays that often appear as opaque “black walls” when inactive, holographic transparent screens maintain architectural openness while introducing dynamic visual storytelling.
A New Spatial Medium for Stadiums
Sports venues are no longer just places to watch a game, they are immersive entertainment hubs. Holographic transparent displays unlock entirely new possibilities for stadium design and fan engagement. Installed on glass façades, railings, or even suspended mid-air, these displays can present floating 3D visuals without obstructing sightlines or natural light.
In the case of Shenzhen Bay Sports Center, the massive holographic installation enhanced the atmosphere of large-scale sporting events by creating layered visual experiences. Event slogans, team branding, and immersive animations appear to float in space, seamlessly integrated with the stadium architecture. This not only elevates the spectator experience but also opens up new commercial opportunities for sponsorship and digital advertising.
From Passive Viewing to Immersive Interaction
The combination of holography and glasses-free 3D transforms how audiences interact with content. Rather than passively watching screens, fans become immersed in a multidimensional visual environment. This shift is particularly relevant as the sports industry seeks to compete with at-home viewing experiences by offering something uniquely physical and unforgettable.
Moreover, transparent holographic displays support flexible deployment. Whether used in VIP lounges, entrance halls, or exterior façades, they enable venues to deliver targeted content without compromising design aesthetics. Their ability to “disappear” when not in use ensures that the architectural identity of the venue remains intact.
A Glimpse into the Future of Holographic Screens
As the global transparent display market continues to grow, driven by demand for more integrated and visually compelling technologies, holographic transparent screens are poised to become a key component of next-generation stadiums. The fusion of digital content with physical space aligns perfectly with the evolving expectations of sports audiences, who increasingly seek immersive, shareable, and high-impact experiences.
Looking ahead, the potential extends beyond live events. From smart venue navigation to augmented reality storytelling and interactive fan engagement, holographic displays will play a growing role in enhancing the digital ecosystem of sports infrastructure.
The Shenzhen “Spring Cocoon” project is not just a milestone, it is a preview of what’s possible. With Udesign SV, stadiums are no longer limited by screens as surfaces; instead, the entire space becomes a canvas for innovation.
If you are looking for the same immersive solution, please visit Unilumin Udesign SV: https://en.unilumin.com/products/professional-amp-commercial/udesign-sv.html
Aston Villa confirm North Stand redevelopment timeline
Aston Villa Football Club has announced an accelerated timeline for the major North Stand redevelopment at Villa Park. This will mean the stand is closed for the entirety of the 2026/27 season, but will ensure a significantly enhanced facility is delivered sooner than originally planned.
The temporary closure of the North Stand will require the relocation of affected season ticket holders for the 2026/27 season. The Club recognises the impact this will have on supporters, and will offer those affected the opportunity to renew their ticket in an alternative area of Villa Park at the same price level.
This decision has been taken following extensive planning and assessment, and reflects the Club’s commitment to minimising disruption for supporters while delivering meaningful improvements to both the fan and footballing experience at Villa Park. The new, accelerated plan for the works also incorporates operational efficiencies, which will lead to significant cost savings and a shorter timeline.
The redevelopment supports the Club's broader strategy by increasing overall stadium capacity to over 50,000 and maximising the benefit to the Club and local area of all events held at Villa Park, including UEFA Euro 2028.
By completing the works within a single season, the Club will limit disruption to one campaign rather than extending it across two seasons. This will allow us to open the new North Stand standard seating and concourse facilities for the full 2027/28 season, meaning supporters can enjoy the new stand sooner
The redevelopment will also deliver substantial football infrastructure benefits, including the creation of approximately 500 square metres of new first-team changing, medical and physiotherapy facilities, alongside the upgrade of all player competition areas. These improvements will ensure the Club is fully compliant with UEFA and Premier League regulations, while supporting the ongoing development and performance of the first-team environment.
Francesco Calvo, President of Business Operations at Aston Villa, said: “Temporarily reducing Villa Park’s capacity is not a decision we take lightly. However, it is the right decision and one that we have made with our supporters and the long-term future of the Club at the heart of our thinking. By completing the redevelopment in one season, we reduce disruption, improve the Villa Park experience more quickly and ensure we are investing responsibly while remaining compliant with financial regulations.”
Roberto Olabe, President of Football Operations, added: “The redevelopment of the North Stand will deliver vital improvements to our football infrastructure, providing modern facilities that support player performance, medical care and preparation. This project reflects our ambition to ensure that Aston Villa has elite-level facilities that match our sporting objectives.”
SNA Displays upgrade Atlanta Braves' digital infrastructure
SNA Displays and the Atlanta Braves teamed up once again to upgrade key large-format video assets in and around Truist Park in Atlanta ahead of the 2026 Major League Baseball season. The video experience enhancements include the Delta Out-of-Town Scoreboard, an outfield LED ribbon board, and a refreshed video display at the Georgia Power Pavilion Stage in the ballpark’s Plaza Green.
As the official airline partner of the Braves, Delta’s logo channel letters and videoboard in left field is one of Truist Park’s most recognized features. In addition to providing game footage, replays, and player info, the video screen is a huge part of the Braves’ fan engagement efforts, a fan favorite being the “Delta Doppelgänger” celebrity look-alike interaction. The new 10 mm EMPIRE™ Exterior videoboard measures nearly 90 feet wide by 28 feet tall (2,752 x 840), more than 60% more pixel clarity than its 16 mm predecessor.
Directly beneath the Delta board is The Launching Pad, a new hospitality area that features six private, open-air boxes. A new SNA Displays’ 200-level LED ribbon, also employing a 10 mm pixel pitch, now runs along the fascia of The Launching Pad and measures approximately 66 feet long by 4 feet tall (2,000 x 120).
“The new Delta display and outfield ribbon are now in line with the look and feel of the in-bowl videoboards we added prior to the 2025 season,” said Barbara Barry, SNA Displays’ director of sports and live events. “It’s been a pleasure to continue our partnership with the Atlanta Braves as they continue to upgrade the video experience in and around Truist Park.”
SNA Displays also refreshed the LED display at the Georgia Power Pavilion Stage overlooking the Plaza Green, located steps outside of Truist Park’s right field gate. The new 10 mm video screen is 20’ wide x 11’ tall (608 x 306) and will serve many purposes for the popular outdoor space which hosts live music, festivals, movie nights, farmer’s markets, and pet-friendly game viewing.
The Atlanta Braves have started the 2026 season 6-4 including 4-2 at Truist Park.
For more information on the multi-phase LED video upgrades at the Braves home ballpark and surrounding development, including interviews with Braves’ Senior Vice President of Technology Services Scott Waid, visit Truist Park and The Battery Atlanta.
Co-op Live strengthens senior leadership team
Co-op Live has strengthened its senior leadership team with the appointments of live entertainment stalwarts Russel Sang as Finance Director and Shane Mates as Venue Director.
Russel Sang joins with more than two decades of experience in senior finance roles, including over 21 years at Birmingham’s NEC Group, where he served as Group Finance Director and Chief Financial Officer. A Chartered Accountant trained with Ernst & Young, Russel has a proven track record of driving transformational change in live entertainment venues, leading cross-functional teams and delivering complex business projects across finance, operations, HR and IT.
At Co-op Live, Russel will lead the financial strategy for the venue, supporting its long-term growth and commercial performance.
Shane Mates brings 25 years of international experience across the sport and entertainment sectors, with a strong track record in venue management and major event delivery. He has held senior leadership roles across Australia, the UK and Ireland, including Director of Venues at Melbourne & Olympic Parks, where he oversaw the commercial and operational management of multiple world-class venues, including Rod Laver Arena and AAMI Park.
More recently, Shane served as Head of Operations at Aiken Promotions, delivering major stadium events across Ireland, before taking on a General Manager role with Gather & Gather at the RDS in Dublin.
In his new role as Venue Director, Shane will oversee all operational aspects of Co-op Live, including venue management, production and fan experience, ensuring the delivery of world-class live entertainment.
Russel Sang, Finance Director, Co-op Live said: “I’m delighted to join Co-op Live and to support the next phase of its growth. It’s a remarkable venue with a clear vision and significant potential, and I look forward to contributing to its long-term success. My focus will be on building a strong financial platform that enables innovation, operational excellence and sustainable commercial performance.”
Shane Mates, Venue Director, Co-op Live added: “I’m incredibly excited to be joining Co-op Live at such a pivotal moment. The opportunity to help shape the operational delivery of what is already one of the most ambitious live entertainment venues in the world is hugely compelling. Throughout my career, I’ve been passionate about creating exceptional event experiences for fans, artists and partners alike, and I look forward to working with the team to establish Co-op Live as a benchmark for venue excellence in the UK and internationally.”
These appointments mark a significant step as Co-op Live continues to build a best-in-class team across its ongoing operations, reinforcing its ambition to be a leading destination for live entertainment in the UK and beyond.
U.S. Steel Yard field installs new Daktronics display
When Gary SouthShore RailCats fans head to U.S. Steel Yard field, they will be welcomed with a new LED video display experience from Daktronics of Brookings, South Dakota. The project is an upgrade to the previous Daktronics display that was installed in 2014. This video display, with Show Control, improves the resolution from 15-millimeter pixel spacing to 10-millimeter spacing and represents a 458% increase in size over the previous version. The display is being installed this spring to elevate the game-day experience in 2026 and beyond.
“We’re excited to elevate the fan experience at the Steel Yard with this upgrade from Daktronics,” said Anthony Giammanco, general manager of the Gary SouthShore RailCats. “This new video board allows us to enhance the fan experience in ways we previously couldn’t. It’s a significant investment by the City of Gary and Mayor Melton to our ballpark and our community, and we can’t wait for our fans to see it in action this season.”
Nebraska Memorial Stadium decision to be made this week
At its upcoming meeting on April 24, the University of Nebraska Board of Regents will consider Nebraska Athletics’ bold and historic plan to transform Memorial Stadium. This initiative, Big Red Rebuild, signals the beginning of a new era for Memorial Stadium that will serve current and future generations of Nebraskans. This historic plan will combine innovation with tradition to dramatically elevate the fan experience and will help position Husker Athletics financially to compete and lead at the highest level in a rapidly evolving college athletics landscape.
The foundation of this transformational plan is based on the powerful and important voices of Nebraska fans who have provided valuable input about the future of Memorial Stadium. Fan feedback from Nebraskans across the state helped drive this important initiative. Memorial Stadium has been the home of the Nebraska Football program since 1923 and celebrated its 100th anniversary during the 2023 season. Nebraska fans have filled Memorial Stadium since 1962, and the Huskers will enter the 2026 season with 410 consecutive home sellouts.
More than a renovation, Big Red Rebuild is a fan-first reimagining of Memorial Stadium, where tradition meets innovation. This dynamic transformation will honor the stadium’s storied legacy while ushering in a new era of energy, access, and year-round engagement. By elevating the game-day atmosphere and expanding year-round programming such as concerts and other events, the project will revitalize the historic landmark. The Big Red Rebuild will ensure Memorial Stadium continues to be a premier destination for college football and world-class entertainment – helping drive new students to the University of Nebraska, increasing revenue, and bringing new visitors and economic growth to the region.
“The Board is set to consider this important initiative, which represents an incredible opportunity to leave a lasting impact on the entire University System and will bring real economic benefits to the state of Nebraska,” said University of Nebraska System Board of Regents Chairman, Paul Kenney. “Memorial Stadium is a representation of our state’s values and traditions, and this restoration project will help preserve its legacy for future generations.”
The redesigned stadium will offer improved access, seat comfort, enhanced sightlines, and upgraded amenities throughout the entire stadium. A newly connected East and West bowl that allows 360 degrees on the main concourse will make it easier than ever to move throughout the stadium, an important priority for Nebraska fans. Seating 80,000 fans after full completion in time for the 2028 season, the plan includes an additional 20,000 new chairback seats to elevate comfort, and 7,000 seats dedicated to Nebraska students and band members. Nebraska’s students are a very important part of the game-day experience at Memorial Stadium, and the noise and excitement associated with the newly relocated student section will help create a strong competitive advantage for Nebraska Football. Expanded concessions and restrooms will reduce wait times, while improved ADA accessibility will ensure that every fan can be part of the game-day experience.
The Big Red Rebuild will deliver transformative impact without relying on taxpayer dollars. The project will be funded by leveraging a strategic mix of at least $250 million in philanthropic support and $350 million in private bond financing. The project will be a powerful economic engine for Nebraska, projected to create more than 7,300 new jobs and drive an estimated $1.1 billion in statewide economic impact. Annual revenue from the new stadium is expected to reach $95 million, an increase of over 40 percent above current levels, and positions Nebraska to compete and lead at the highest level in a rapidly evolving college athletics landscape. By expanding Memorial Stadium’s capabilities to host concerts and major events year-round, the venue will position Lincoln as a premier destination for entertainment, extending its influence well beyond game day.
Subject to approval by the Nebraska Board of Regents, full construction is set to begin following the 2026 football season. Fans will see progress quickly, with the project reaching approximately 50 percent completion for the 2027 season and fully transforming Memorial Stadium in time for kickoff in 2028.
An original renovation plan was first introduced in 2023 and approved by the Board at an estimated cost of $450 million. In late spring of 2024, the original project was paused to allow for a comprehensive review of the scope, strategy, and costs. That review identified several critically important areas that must be addressed including $200 million in mandatory deferred maintenance. The plan was updated to elevate the renovation into a forward-looking, revenue-generating project that fully addresses infrastructure needs and enhances the overall fan experience. The result is a comprehensive $600 million renovation plan that introduces innovative new revenue-generating elements to better position the University of Nebraska for long-term success.
“This is a multi-generational opportunity to build on the legacy of Memorial Stadium while positioning the University of Nebraska for long-term success,” said University of Nebraska System President Jeffrey P. Gold, M.D. “Big Red Rebuild reflects a thoughtful, strategic investment in facilities that support not only athletics, but also our broader academic mission and student experience. By strengthening our ability to attract students, enhance engagement, and drive economic impact, this project advances the university’s commitment to excellence across the entire system.”
“Big Red Rebuild is a statement about the future of Nebraska Athletics,” said Nebraska Athletic Director Troy Dannen. “Memorial Stadium is one of the most iconic venues in all of college sports and this project ensures that our stadium is well-positioned for future generations. We have listened intently to Nebraska fans and are building a best-in-class fan experience that will also drive revenue for the University of Nebraska, create exciting new year-round programming for Nebraskans, create new opportunities for our student-athletes, and position Nebraska to compete and lead at the highest level in a rapidly evolving college athletics landscape.”
The Board of Regents meeting will take place on April 24, 2026, at 9:00 a.m. A detailed agenda for the meeting can be found online at https://nebraska.edu/_files/docs/regents/agendas-and-minutes/2026/april-24-board-meeting/agenda-4-24-26.pdf.
FIFA Women’s World Cup 2027: Team Camp options revealed
The 32 national teams that qualify for the FIFA Women’s World Cup Brazil 2027™ will be offered the choice of a wide range of world-class training and accommodation facilities, following the comprehensive selection process that led to the publication of the first version of the Team Base Camp brochure for the tournament.
FIFA undertook an extensive and rigorous base camp inspection process across Brazil, offering further evidence of its commitment to ensuring that next year’s tournament is the best FIFA Women’s World Cup™ yet.
This endeavour included over five rounds of inspection visits between November 2024 and last month. The final round focused on evaluating 42 pitches across nine cities to assess whether they meet the tournament’s high standards.
“This is a significant moment, and we’re pleased to present this brochure to the teams who have already qualified and those still in contention. It’s the result of great teamwork and a commitment to carefully inspecting the best available facilities,” said Rhiannon Martin, Head of the FIFA Women’'s World Cup.
“Our aim is to ensure that the teams who earn their place in Brazil are rewarded with world-class training sites and the facilities needed to help players perform at their very best level on the global stage.”
Over the course of approximately a year and a half, FIFA’s technical experts visited 52 cities in 19 Brazilian states and reviewed a total of 261 locations. São Paulo emerged with the most extensive range of options, with 45 locations inspected across 17 cities in the state.
The experts’ aim was to ensure optimal training site and accommodation arrangements are provided across the entire country, from north to south, so that the tournament truly belongs to all of Brazil.
Following the visits, the FIFA team compiled information on the 38 training sites paired with an accommodation facility that feature in the first version of the Team Base Camp brochure.
These sites will be offered to national teams for use during the FIFA Women’s World Cup Brazil 2027, with the publication of the brochure enabling Member Associations to intensify their planning for the eagerly awaited tournament.
Further facilities will be included in the second version, which will be released in due course. Following the Final Draw and once the match schedule is finalised, the qualified teams will be able to select their Team Base Camp options.
A key pillar of the strategy for the FIFA Women’s World Cup Brazil 2027 is the reinforcement of the legacy from the 2014 FIFA World Cup™. Twelve of the training sites selected for the brochure for next year’s edition of FIFA’s flagship women’s competition were used as base camps 12 years ago during the men's tournament.
”The investments made for the 2014 FIFA World Cup have ensured that Brazil now has a strong inventory of sustainable, good-quality facilities. The lasting impact on football infrastructure has been benefiting the host nation and the sport as a whole, and we’re delighted to be able to offer these facilities at the FIFA Women’s World Cup 2027,” said Martin.
Legends Global makes major new appointment
Legends Global, the premier partner to the world's greatest live events, venues, and brands, today announced the appointment of Pawel Brzezinski as Executive Vice President, Premium Hospitality Experience.
Brzezinski will lead the strategic vision, sustainable growth, and operational excellence for the company's premium hospitality portfolio across its North American network of venues.
His responsibilities will include developing standard operating procedures for scalable service delivery, designing proprietary hospitality training standards, collaborating with sales and marketing teams on product innovation, and serving as a senior advisor to owners, municipalities, boards, and league partners.
Brzezinski joins Legends Global from Jean-Georges Management, where he served as Chief Operating Officer, overseeing 70+ restaurants worldwide and leading the organisation's evolution into a comprehensive lifestyle brand encompassing residences, hotels, and private membership clubs.
His appointment reinforces Legends Global's commitment to enhancing premium experiences and strengthening its position as a leading integrated hospitality partner.
“Pawel’s track record of building world-class hospitality experiences at scale makes him the ideal leader to drive our premium hospitality vision forward,” said Tom Funk, President of Hospitality, Legends Global.
“His unique combination of luxury hospitality expertise, large-venue operations, and membership community development aligns perfectly with our mission to deliver unforgettable experiences across our portfolio. We always work to raise the bar for what's possible in premium hospitality, and Pawel's leadership will be instrumental in defining the future of our business."
Throughout his career, Brzezinski has consistently driven profitable growth while creating exceptional guest experiences. At Jean-Georges Management, he launched Chez Margaux, the company's first private members' club, opened 14 new restaurants in 18 months, and drove double-digit revenue growth through innovative member engagement strategies. His leadership also extended to spearheading enterprise-wide technology transformations that enabled personalised analytics and data-driven decision-making.
“I'm honoured to join Legends Global at a time when premium hospitality is redefining what it means to connect with guests in live entertainment environments,” said Brzezinski. “The company's scale, integrated service model, and commitment to innovation create the perfect platform to transform how we deliver premium experiences. I look forward to partnering with our talented teams and partners to build something truly exceptional with experiences that don't just meet expectations but create lasting memories and meaningful connections.”
Prior to his role with Jean-Georges Management, Brzezinski held leadership positions across some of New York's most prestigious hospitality and entertainment venues. As EVP of Operations & Strategy at Seaport Entertainment Group, he directed operations for 12 restaurants and a concert venue, creating an integrated lifestyle ecosystem. His tenure with Levy Restaurants and Brooklyn Sports & Entertainment saw him oversee hospitality and retail operations for Barclays Center, Nassau Coliseum, Forest Hills Stadium, and the U.S. Open Tennis Tournament, where he introduced premium member-style experiences that set new industry standards. During this time, he also curated experiences for global marquee events, including the Grammys, MTV Video Music Awards, and Rock & Roll Hall of Fame. Legends Global delivers the food and beverage experience at over 165 North American venues, including top-tier stadiums, arenas, theatres, amphitheaters, convention centres, membership clubs, and restaurants.
Over the next year, Legends Global is set to open premium spaces at the Buffalo Bill’s new Highmark Stadium and NYCFC’s Etihad Park.
Gorilla Carts & Kiosks launch stadia-aimed Kiosk
Gorilla Carts & Kiosks is set to modernise mobile catering with its new Flexi Serve Kiosk. This high-end, entry-level product is set to transform stadia, corporate and mobile catering with its innovative, adaptable and mobile design.
Constructed from premium stainless steel, the Gorilla Flexi Serve Kiosk prioritises presentation, efficiency and ease of use, delivering a flexible unit that can be tailored for every service. The kiosk is available in two different sizes (Standard & XL), each with a choice of gantry heights and directional LED spot lamps.
The adaptability of this unit does not stop there, with additional options to customise including; hot and chilled cold plates, induction units, and optional heat lamps that can be arranged to suit the operator’s needs. What’s more, the Flexi Serve Kiosk features interchangeable overhead illuminated signage and undercounter magnetic panels that allow operators to create a unique unit that encompasses their brand and requirements.
Nick Anastasiou, Director of Gorilla Carts & Kiosks, comments on the launch, saying: “At Gorilla Carts & Kiosks, we are committed to creating high quality and robust event equipment, and the new Flexi Serve Kiosk offers a simple solution for operators to deliver a premium and flexible catering service. The product is designed for stadia, corporate and mobile event catering but can be utilised by a wide range of venues including hotels, pubs, contract caterers and leisure sites.”
Daktronics partner with Illinois State for new LED display
Daktronics of Brookings, South Dakota, has partnered with Illinois State University to design, manufacture and install a new LED video display, totalling 2,025 square feet, and a Daktronics Sportsound audio system in the end zone of Jay & Lori Bergman Field in Normal, Illinois. The video display, complete with Show Control system and custom digital content, and audio system will be delivered ahead of the 2026 football season.
“Coming off a national title game appearance just months ago, we know Redbird Football is positioned for success in the future,” said Paul Kebbes, deputy AD for external operations at Illinois State University. “We want to ensure the game-day experience is at the highest level possible for our fans, and this upgrade, thanks to Daktronics, will assist in our efforts. Jay & Lori Bergman Field will continue getting better and better for coaches, student-athletes and dedicated fans!”