USC’s modernization of the Los Angeles Memorial Coliseum encompasses well over 1,000,000 total square feet. Improvements to the stadium seating and circulation reduced seating capacity from 93,607 to approximately 77,500. Architects DLR Group achieved three major goals with the design concept. The first was to respect the tradition and heritage of the Coliseum, carefully preserving historic design elements. The second was to create a memorable guest experience, achieved through added amenities, breathtaking sightlines, upscale finishes, and overall feeling prestige. The third was to introduce a clear vision and sense of place relating to modern elegance and grandeur commensurate with the Trojan brand and legacy.
The new design concept centers around a confluence of the historic character and USC brand with an influence of Hollywood Regency era vocabulary from 1923, the year the Coliseum was built. This is exemplified through Carrera marble walls, gold and bronze accents, warm wood tones with distinct graining. All with a subtle touch of the USC cardinal and gold accents. Guests are treated to visually impactful stories and graphics of the USC Trojans accomplishments, significant Coliseum events, and historical Los Angeles moments. A sense of pageantry leads guests through spaces with subtle brand recognition and thoughtful use of lighting, color, materiality, art integration and digital messaging. This is again a world class experience for all guests supporting social interaction and a comfortable ambiance.
A focal point of the modernization is the design and construction of a new suite and press tower on the south side of the stadium. This added multiple suites, loge boxes, club seats, press box, and new patron concourse amenities. This new suite tower was inserted seamlessly into the existing stadium bowl. With respect to its legacy, this significant renovation balances restoration of the original structure and a fresh, elegant design. The seven-story tower addition introduces world-class spectator amenities, premium rental spaces, and breathtaking views of downtown Los Angeles, including roof top.