Keeping Pace With Evolving Stadium Designs and Cooling Innovations in the Middle East

DUBAI, UAE, October 26, 2010 - With the Middle East currently being positioned on the precipice of
potentially making sporting history with Qatar's 2022 World Cup Bid, there
are key challenges in achieving these hopes which cannot be evaded.

In a recent interview, Mark Fenwick, Senior Partner of RFA Fenwick
Iribarren Architects, a key designer of the Qatar Foundation's Stadium and
Sports Complex, commented on the major challenges in designing and developing
such venues for this region. 'Certainly the most important challenge for
stadium design in the Middle East has to do with the need to cool the
interior environment to an acceptable level, especially in the summer
months,'he said.

'The problem of providing a comfortable environment for the spectators in
very warm countries is very similar to that which inversely effect countries
in the far north where the temperature is extremely cold.

No one questions the need for heating in a modern stadium in Norway or
Sweden however there seems to be a certain reticence for stadiums to be
cooled, especially in an economical and sustainable manner. One of the most
exciting challenges in modern stadiums in the Middle East, is to develop a
design which allows cooling for the players and the spectators, and to
resolve a responsible energy source, such as solar power.

There are a number of solutions on the table, and Qatar presented this in
a convincing manner to the FIFA Bid Committee recently where they unveiled
ground breaking technology to resolve the cooling problem.'

We then asked Mark what his thoughts were on the rapid evolution of
stadiums and if he thought these modern expectations were achievable. He
agreed, 'Stadiums have changed drastically in the past twenty years, but
mainly in terms of the back of house facilities that are provided in the
venue, while the basic stadium bowl design has moved on very little from the
days of the Roman Coliseum. The viewing angles and spectator safety and
comfort in the seating have advanced considerably and stadiums are now
becoming key destinations in cities and their activities cover many different
commercial aspects.

Architecture has also become a major element in stadium design and more
and more care is being made on exciting iconic designs with these large
venues having the potential to become landmark features of a city and thus
the architecture of these can impact the feel of the city in which they are
placed.'

It would seem that these prolific buildings are no longer just a space
big enough to hold a sporting event but have taken on a new dimension as a
symbolic representation of a culture and an opportunity to showcase
groundbreaking, iconic innovations.

Mark will be highlighting 'Identifying symbolism in the new architecture
of stadium design', at IQPC's upcoming Stadium and Venue Design and
Development MENA with an exclusive presentation.

This event will focus on case studies on innovative designs, consider the
challenges in guaranteeing sustainability and maintainability of venues and
will present industry insider techniques on ensuring the legacy of
developments through multi-functionality. It takes place in Doha, Qatar from
the 7 to 10 November 2010.

To read more of Mark's comments, they are available at
www.stadiumandvenuesdesignme.com

About IQPC: IQPC provides business executives around the world with
tailored practical conferences, large scale events, topical seminars and
in-house training programmes, keeping them up-to-date with industry trends,
technological developments and the regulatory landscape. IQPC produces more
than 1,700 events annually around the world, and continues to grow. Founded
in 1973, IQPC now has offices in major cities across six continents
including: Bengaluru, Berlin, Dubai, London, New York, Sao Paulo, Singapore,
Sydney, and Toronto. IQPC leverages a global research base of best practices
to produce an unrivalled portfolio of conferences.

    For more information, please contact
    Eileen Grace Espelita
    Marketing Manager
    IQPC Middle East
    +971-4-364-2975
    enquiry@iqpc.ae

Eileen Grace Espelita, Marketing Manager, IQPC Middle East, +971-4-364-2975, enquiry at iqpc.ae