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3D Digital Venue virtualises Lord’s

Lord’s Cricket Ground has teamed up with 3D Digital Venue (3DDV) to provide 360-degree renderings of the full stadium, including its planned redevelopment work.

The move marks the technology solutions company’s first partnership with a cricket venue.

In 2013, the Marylebone Cricket Club (MCC), which owns Lord’s, unveiled a long term masterplan to redevelop the ground while keeping it operational.

After completing the reconstruction of the Warner stand, the next step was redeveloping the Compton and Edrich stands and its two restaurants. The main objective for this phase was to increase capacity by giving both stands three tiers, while also reducing the amount of seats with restricted views.

Under the redevelopment plans, another main feature was to add accessible seats with wheelchair positions and improve crowd circulation.

Lord’s has enlisted 3D Digital Venue to virtualise the whole stadium, including the future stands. Fans can now see what the final result will look like with 360 degree pictures from every seat in the ground.

The MCC has ensured that every detail is reflected, showing the most realistic representation of Lord’s futuristic stands and media centre.

Combining such different styles of seating was a challenge for Lord’s with the Pavilion stand, which is the main survivor from the Victorian era, being recreated alongside the ultra-modern media centre and the two new stands.

However, 3DDV’s flexible technology made the process “seamless”.

Both new stands contain VIP and restaurant spaces inside, which have also been recreated in every level of detail, including all the amenities, the look of every room and lounge, and the exact pitch view they will have.

The combination of tradition and modernity gives Lord’s a unique personality, which fans can experience through 3DDV’s technology before their return to the stadium.

3D Digital Venue is a technology solutions company that creates 2D and 3D images of stadiums, arenas and other types of live event spaces, offering ticket buyers the opportunity to view the venue and the performance area, during and after the ticket buying process.

Founded in 2012 and headquartered in Barcelona, Spain, the technology currently integrates with over 35 different ticketing platforms in 20 countries. 3D Digital Venue has been successfully building 360-degree 2D and 3D interactive solutions that excel in delivering greater fan satisfaction, increasing season ticket holder renewal rates and providing special viewing for prospective VIP buyers.

Read more about the MCC’s partnership with 3D Digital Venue via our sister website, TheStadiumBusiness.com.