FEATURE — DALLAS COWBOYS STADIUM
WORLDCLASSSTADIUM
as roofing sub-contractor, the project team included Perkins Design — the firm chosen to fulfil this task —
architects HKS Sports & Entertainment Group, structur- explained about the trials and tribulations of trying to
al engineers Walter P Moore, and general contractor effectively direct a large number of people within the
Manhattan Construction. The facility owner is the Dal- confines of a vast, unfamiliar area.
las Cowboys Football Club. “What we really wanted to do was integrate the
The process of realising a long-span tensile structure storied brand of the Cowboys into the ‘way finding’
requires a significant level of experience and knowl- system, to not only help facilitate 100,000 people to
edge of complex engineering and design, together their seats and then back out to where their cars are
with worldwide experience of construction methods parked, but we really also wanted to complement the
and technical supervision. In addition, proper post-pro- brand and the architecture of the stadium, as well as
ject maintenance is needed to protect the client’s tell stories about the Cowboys where possible,”
investment. That is why Birdair, with its proven record Perkins explained.
of long-span roofing design, engineering, manufactur- Selbert Perkins Design is a branding and environ-
ing and construction, was chosen to work on the Dal- mental communications company that produces every-
las Cowboys Stadium. thing from logos to landmarks. It specialises in
large-scale urban branding and traffic circulation pro-Visitor Signage and Crowd
jects, both pedestrian and automotive. It has offices in
Circulation Control Los Angeles, Chicago, Boston, and Dubai, and was
Providing 100,000 excitable Dallas Cowboys’ fans with chosen by architects HKS Sports & Entertainment
some sort of orientation around such a huge venue is a Group to create a comprehensive signage and graphics
daunting task, to say the least. Robin Perkins of Selbert program for the new Dallas venue.
WINTER 2009/10 P ANS TADIA 42
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