“Premium should be for all”

Built for Paris 2024, the adidas arena opened at the beginning of February 2024. In an interview with STADIAWORLD, Nicolas Dupeux, CEO of Paris Entertainment Company, talks about the construction phase, the character and the special target group approach of the arena.

Stadiaworld: On 11th February, the adidas arena was officially opened after almost three years of construction. How did you experience the evening?

Dupeux: February 11, 2024 marked a historic milestone with the official opening of the adidas arena after nearly three years of construction. As the Chief Executive Officer of Paris Entertainment Company, experiencing this moment was profoundly rewarding. It was a culmination of four years of dreams and dedication. The atmosphere was exhilarating: Throughout the day, various activities engaged the public, including arena tours, exhibitions, and cultural workshops. The highlight was the official ceremony featuring cheerleaders, a pyrotechnic show, and the inaugural game of the Paris Basketball team. Music added to the excitement, with rapper Zola performing for nearly 8,000 spectators. Besides, 3,700 individuals, including members of local associations, witnessed their names proudly displayed on the arena facade, symbolizing our commitment to community engagement. And it should be pointed out that the event wouldn’t have been possible without the support of visitors, associations, and partners, making it a truly memorable and impactful moment, so thank you to all of them.

Stadiaworld: The arena was originally set to be completed in summer 2023. What (unforeseen) challenges did you face during construction?
Dupeux: Construction always comes with its fair share of surprises… Indeed, we encountered unforeseen challenges during construction, particularly stemming from economic and political contexts. The complexities were exacerbated by geopolitical tensions, such as the situation in Ukraine, and the lingering effects of the COVID-19 pandemic. These factors impacted material prices and supply chains, posing significant hurdles for the construction process. Despite these challenges, our dedicated team, along with our partners, worked tirelessly to navigate these obstacles and ensure the successful completion of the project. And we came out on top, with the arena standing tall and proud. It is all part of the journey.

Stadiaworld: The issue of sustainability is unavoidable when new building sports facilities. How did you address this? What specific measures/examples can you name?
Dupeux: At adidas arena, sustainability is integral to our ethos, reflecting our commitment to fostering a vibrant, united, and eco-conscious community. Our approach encompasses various initiatives aimed at minimizing environmental impact and promoting social responsibility. We go beyond simply constructing a venue. Every decision, every initiative is carefully considered to reflect our values. If I can give you a few examples, let’s start by saying that we are moving towards energy autonomy through the installation of solar panels and rainwater harvesting systems. These efforts not only reduce our carbon footprint but also contribute to the local ecosystem’s health. And in line with our dedication to biodiversity preservation, we’ve integrated green spaces within the arena precinct and established partnership with the regional bird center, further enhancing the natural environment. I would like to add something about the interior design of the arena too: no fewer than 7,800 seats were made using recycled plastic, collected from nearby schools - a total of 70 tons. The gallery counters too. Besides, our procurement practices prioritize sustainability, with a focus on sourcing local products, maximizing food donations and reducing waste. We also promote soft mobility options by offering free bike parking and electric vehicle charging facilities, encouraging visitors and staff to adopt more sustainable transportation methods. As the Chief Executive Officer of Paris Entertainment Company, I take pride in seeing adidas arena not only as a premier entertainment venue but also as a beacon of sustainability, thereby setting a new standard for sports and entertainment venues.

Stadiaworld: Describe the character of the arena. What makes the adidas arena special and sets it apart from other venues?
Dupeux: adidas arena transcends the traditional concept of a music and sport venue: it’s a vibrant destination that breaks boundaries. Positioned as more than just an arena, it serves as a lively urban hub, driving transformation within the entire neighborhood. What sets adidas arena apart is its innovative and multifaceted approach. From its inception, our aim has been to cultivate a space where sports, music, culture, and lifestyle converge, catering to diverse audiences. At the core of its identity lies a commitment to excellence, evident in every aspect of the arena’s design and programming. Its unique hybrid capacity, with 8,000 seats for basketball configurations and 9,000 for concerts, enables a diverse range of events. In fact, the arena is dedicated to delivering exceptional experiences to all its visitors. We’re specialists in crafting emotional connections with fans, ensuring that every event leaves a lasting impression. Inspired by the best practices from the U.S., particularly in alternative lifestyle venues and retail experiences, we wanted adidas arena to embrace an urban spirit, exalted by French excellence. This forward-thinking approach aligns closely with adidas’ brand values and positioning, making it a natural fit for collaboration. In essence, adidas arena represents a new paradigm in sports and entertainment venues, providing a dynamic environment that seamlessly integrates innovation, inclusivity, and sustainability principles.

Stadiaworld: Where does the adidas arena fit into the Paris venue portfolio and how does it define itself?
Dupeux: adidas arena smoothly integrates into Paris Entertainment Company’s venue portfolio, alongside Accor Arena and Bataclan. Positioned with a more urban, lifestyle-oriented approach, it is the perfect third brick that complements the group, both in terms of identity and capacity. With a unique capacity ranging from 3,000 to 9,000 attendees, adidas arena serves as a versatile venue, accommodating various events from sports to concerts. It is equipped with innovative features such as the Smart Arena app and (coming soon) Le Bloc, a dedicated area for food, retail and entertainment, which offer a comprehensive experience to its visitors throughout the year. So, beyond its role as a venue, it fosters inclusivity and community engagement. Catering to diverse demographics including youth, families, locals, and international visitors, it serves as a melting pot of cultures, styles, and interests. Additionally, the arena provides new sports facilities for the neighborhood, benefiting local schools, associations, and clubs. It’s quite revolutionary. Also, we wanted to make it a pioneer in environmental excellence. From utilizing bio-sourced construction materials to achieving high energy efficiency with consumption reduced by threefold compared to conventional arenas, and featuring amenities like a vegetated roof, adidas arena sets a new standard in sustainable construction practices.

Stadiaworld: At the eps ARENA SUMMIT 2023, the arena was presented as a venue that focuses less on VIPs and more on networking and mixing visitors. Can you explain that?
Dupeux: We believe that every client should be able to enjoy an extraordinary experience. VIP clients and the public are treated in the same way, with different but disruptive services in both cases. This approach embodies the core philosophy of Paris Entertainment Company: premium should be for all. And hospitality offerings should not only cater to varying budgets but also reflect distinct personalities. When exploring our hospitality channels further, it becomes evident how this philosophy is manifested. Take our catering services, for instance: they’re personalized to suit the preferences of each venue’s clientele. What’s more, we allocate budgets in a way that aligns perfectly with the distinct needs of our diverse customer base, which includes millennial entrepreneurs and young executives at adidas arena. In fact, we acknowledge the evolving landscape of decision-makers. We recognize that today’s and tomorrow’s leaders are more diverse in gender, younger in age, and prioritize engagement with corporate compliance and CSR initiatives. Therefore, when crafting our hospitality offerings, we ensure they are aligned with these contemporary imperatives. Even the architectural design of our venues reflects this ethos. For example, at adidas arena, we prioritize communal spaces over private suites to facilitate networking and foster a sense of community. Our 150m² Skybar, which opens onto the hall, is a clear illustration of this.

Stadiaworld: With adidas, you have a partner at your side that fits in with the urban focus of the arena. Does the concept also work with other partners respectively does this limit the choice of potential partners in the future?
Dupeux: Expanding beyond adidas, our concept remains attractive to a range of partners. In fact, we’ve already welcomed seven additional partners into our fold, such as Budweiser, Hennessy, Spotify or L’Équipe. The urban positioning we embrace naturally draws brands that resonate with our values and energy. Our priority lies in crafting collaborative narratives and delivering meaningful experiences to our audience. When a partner’s ethos aligns with the essence of our venue, it enhances the synergy of our partnership even further.

Stadiaworld: Primarily built for the Olympic and Paralympic Games, the arena will continue to be used after Paris 2024. What kind of events are planned and what arena configurations are possible?
Dupeux: I would like to start by saying that adidas arena stands as the sole lasting Olympic infrastructure built within the city for Paris 2024! Which makes us particularly proud. On the musical front, the arena will host a diverse array of artists, ranging from established names to emerging talents. Our programming embraces various genres while maintaining a core focus on urban and pop music. On the sporting front, the arena will cater to disciplines deeply intertwined with contemporary lifestyles, such as skateboarding and esports. These activities seek venues that resonate with their popularity, and our arena aims to fulfill that need. As the home ground for Paris Basketball, the arena will above all witness thrilling matchups in national and international competitions, with ambitions to join the EuroLeague starting from the 2024-2025 season. Looking ahead, our arena will be versatile in its configurations, accommodating basketball, various sports as I mentioned earlier, concerts, and even transforming into an ice rink for enchanting spectacles like Disney on Ice. And more than just a venue, adidas arena aspires to become “the place to be” for the residents of the 18th arrondissement. We are committed to ensuring that the local community benefits firsthand from this new infrastructure. Collaborating closely with the municipal authorities, we have identified associations that will receive support from adidas in the coming months. Besides, our gymnasiums are available to schools and sports associations in the neighborhood. (STADIAWORLD, 17.04.2024)