In architecture, form should follow function.

Our friends at Anschutz Entertainment Group have probably been agonizing over how to use design to make the best use of a small space, attract football's core, male demographic and, at the same time, really broaden the reach of NFL fandom.

In drawings revealed today the downtown NFL stadium proposed by the owners of Staples Center and LA Live seems to have crossed new marketing frontiers:

Farmers Field has wings. As in maxi-pad wings.

The updated design by the Gensler firm is intended to accommodate “a revolutionary deployable roof solution without unnecessary conversion durations,” so the feminine product likeness is only a happy byproduct.

And yeah, we get the the angel-like look of the 72,000-seater. And the blueprints will have to take in consideration a small footprint of space for a big, big project. But seriously people. This is hideous.

Tim Romani, president and CEO of ICON Venue Group, which is helping AEG with the project, says:

We have really challenged the Gensler team to create a unique design for Farmers Field that is destined to become another distinguished signature building for Los Angeles and at the same time a remarkable achievement in venue functionality and sustainability…This stadium and event center will be like nothing you've ever seen or experienced.


We think.

Anyway, Stayfree Stadium sounds so much better than Farmers Field. This could open up new naming rights opportunities.


LA Weekly