Launching a New Football Stadium

“Thanks to the superb 3D flythrough, we were able to reassure fans of the validity of the move and the investment by the club, translating this into the sale of season tickets, corporate hospitality spaces and sponsorship opportunities in advance of the relocation.”

West Ham Football Club commissioned iCreate to visualise their planned move to the former Olympic Stadium in London. The flythrough enabled the Club to showcase the premium nature of the new London Stadium in a way that would generate confidence and build excitement in the future of West Ham United and its new home.



Built to host London 2012, the former Olympic Stadium, re-named London Stadium, was to become the new home for West Ham United Football Club from the start of the 2016/17 season. This was a bold and potentially unsettling move for the fans of the club.

One of the first challenges for iCreate was to model the area around the London Stadium, so that a flythrough could set the new stadium in its locational context, within the 2012 Olympic Park. In order to bring the stadium to life, iCreate needed to animate a crowd of 50,000 football fans, each moving independently and wearing clothes reflecting West Ham’s team kit and colours.

The brief was to bring the stadium to life, complete with fireworks and ‘blowing bubbles’, in order to generate excitement and support for the move.


For this prestigious project and high profile project, iCreate was commissioned to develop a flythrough which would highlight the London Stadium for fans and business users. Showing the new location in its geographic context, the flythrough shows fans arriving at the stadium, spending time in the fans zone outside and in the shop, bringing the whole match day experience to life.

The range of hospitality areas, with appropriate club related décor and fittings, are showcased in the flythrough, with the quality demonstrated at every opportunity.  An interactive touch screen carrying the animation was used in the season ticket reservation centre and a set of static CGIs were also created.  As a result, West Ham was able to start selling its hospitality packages and season tickets in advance of their move.