Selected work · Theme 04
Transform & Grow Venues
Hospitality + Venue Performance
Helping existing venues work harder.
Existing venues hold enormous unrealised value. We help owners and operators rethink how assets perform — improving experience, capacity, utilisation, operations, commercial return and long-term adaptability.
Marvel Stadium Upgrade
Lead stadium design and strategic advisory for the redevelopment of Melbourne’s Docklands venue, delivered alongside the AFL and the Victorian State Government while the stadium remained in operation. The upgrade transformed the fan experience end to end — from the new City Edge arrival precinct and daylit atrium to premium hospitality, circulation, accessibility and venue activation.
VRC Upgrade
Smartform is engaged by the Victoria Racing Club to deliver full architectural services and strategic advisory input across a suite of current and emerging works at Flemington Racecourse, one of Australia’s most significant heritage sporting and events venues. The venue operates as a live, high-profile environment hosting major international race days, large-scale public events and premium member experiences. .
Data Driven Design
Lead stadium design and strategic advisory for the redevelopment of Melbourne’s Docklands venue, delivered alongside the AFL and the Victorian State Government while the stadium remained in operation. The upgrade transformed the fan experience end to end — from the new City Edge arrival precinct and daylit atrium to premium hospitality, circulation, accessibility and venue activation.
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