This document provides an overview of a team's design futures scenarios examining the future of the Olympics. It outlines the team members, topic, scope, and methodology. It then presents scenarios for the Olympics in 2016, 2032, and 2060 from an audience perspective, covering trends in identity, venues, and audience engagement. Key recommendations are provided to the Olympic Committee regarding sponsorship, audience power, and integrating sustainability.

1. Eunsung Kim
Sami Hmaidan
Sophie Dobber
Syibratul Mohd Pauzi
Vasileios Matsoukas
Woonghee Park
THE FUTURE OF
THE OLYMPICS

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.

3. THE
TEAM
VASILEIOS
Matsoukas
SYIBRATUL
Mohd Pauzi
EUNSUNG
Kim
SOPHIE
Dobber
SAMI
Hmaidan
WOONGHEE
Park

4. OLMP
TOPIC
The Olympic Games

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. 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. OLYMPICS
PRIMARY
analysis
trends / articles / lectures / guest lecturers
SECONDARY
RECOMMENDATIONS
CONCLUSION
TOPIC +
SCOPING
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OLMP
METHODOLOGY

8. 2016
OLYMPIA
TO RIO

9. 2016
EVERYONE
IS IN!
- sports for all:
disabled / young
- worldwide event
- branded event
- hosted in powerful cities
(BBC, 2012)

10. 2016
ENVIRONMENTAL
AND ECONOMIC
IMPACT
- lower waste of money
and resources
- create opportunities
- upgrade cities
(British Embassy Tokyo, 2012)

11. 2016
ENTERTAINMENT
- worldwide accessibility
- technical development
- enhanced in-stadium
experiences
(Erwin, 2013) ((Baumer, 2010)

12. 2016
MEGA TRENDS
SOFT TRENDS
SUMMARY
inclusiveness
sponsorship
Identity
belonging
sustainability
recycling
economy
technology
Venues
urban dev.
connectivity
Audiences
(Jordan, 2013)

13. 2032
IN TWO
DECADES

14. 2032
EMERGING
ECONOMIES
- recession in the west
- emergence of new economies
- hosts: new rich countries,
BRICs and Arab countries
(BBC, 2012)

15. 2032
INCLUSIVENESS
- more female participation
- participation: gender equality
and wider age groups
- some games having both genders
(Evans, 2013)

16. 2032
EFFICIENT
VENUES
- swappable / flexible stadiums
- LED courts
- adapt to: sports & spectatorship
(Carey, 2012) (Hatmaker, 2011)

17. 2032
CRADLE TO CRADLE
- zero carbon footprint
- self efficient
- energy surplus to empower
surrounding areas
(Heizelmann, 2012)

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. 2032
SPECTATORSHIP
- holograms
- audience-controlled visual effects
- athletes outfits reactive to audience
(Baumer, 2012) (Lister, 2013)

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. 2060
47 YEARS
LATER

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. 2060
ECONOMIC
INJECTION
- brands will use the games
as part of their CSR policy
- games to be hosted in
developing countries

24. 2060
TRAVELLING
VENUES
- permanent injection:
housing & infrastructure
- temporary sport facilities
(Galvani, 2007)

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. 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. 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. 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. 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. 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. REFERENCES
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Erwin, J. (2013) ‘Crowdsourcing, Seven Ways Crowdsourcing is Influencing the World’, Pgi, 10 Jan.
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(Accessed : 19 Feb 2013).
Fast Company. (2009),’The Stadium of the FutureBy Fast Company Staff’, 1 April, Available at:
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Galvagni , F.(2007) ‘Shipping and movable containers’, Bldb, 24 Nov. Available at:
http://bldgblog.blogspot.co.uk/2007/11/mobile-minimalism_24.html (Accessed : 20 Feb 2013).
guy-sports. n.d. Berlin 1936 Olympic Games, Available at: http://www.guysports.com/olympics/olympics_1936_berlin.htm (Accessed: 3 Mar 2013)
Hatmaker, T. (2011) ‘LED court lines change the game under your feet’, Yahoo New, 13 Sep, Available at: http://news.yahoo.com/blogs/technology-blog/led-court-lineschange-game-under-feet-011111460.html. (Accessed : 20 Feb 2013)
Heinzelmann, F. (2012),’Artificial Waterfall Could Make 2016 The Greenest Olympic Games Yet’,
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Hi Consumption (2013) ‘LED Court, ASB GlassFloor’, 5 Jan, Available at:
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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:
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Jones, R. (2013), ‘Changing the games’, [Lecture to MA Design & Branding Strategy and MA
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Jordan, P. (2013), 21th Century Supertrends, [Lecture to MA Design & Branding Strategy and MA
Design Strategy & Innovation]. 19 Feb

32. REFERENCES
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Barford, V. (2012) ‘London 2012: The great Olympics sponsorship bandwagon.’, BBC News Magazine, 13 July, Available at: http://www.bbc.co.uk/news/magazine-18182541 (Accessed: 10 Mar
2013)
Barwick, H. (2012) ‘Holograms may appear at future Olympics.’ Available:
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Baumer, K. (2010) ‘14 Innovations That Will Make Sports Stadiums Of The Future Unrecognizable’,
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33. REFERENCES
Madrigal, A. (2012) ‘The World Is Not Enough: Google and the Future of Augmented Reality’, the
Atlantic, 25th Oct, Available at: http://www.theatlantic.com/technology/archive/2012/10/theworld-is-not-enough-google-and-the-future-of-augmented-reality/264059/. (Accessed : 26 Feb
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34. REFERENCES
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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.