Shaping sporting landmarks: COX Architecture’s role in the 2027 Rugby World Cup

The 2027 Rugby World Cup is set to be the most expansive edition yet, with 24 teams competing across nine world-class venues in Australia. With over 250,000 international visitors expected and an economic impact surpassing $2 billion, the tournament marks a defining moment in Australia’s “golden decade” of rugby.

COX Architecture has played a pivotal role in shaping the tournament’s landscape, having designed six of the host venues - including Allianz Stadium, AAMI Park, and Adelaide Oval. Their expertise in sports architecture balances innovation, sustainability, and the immersive experience that defines modern stadiums.

In this exclusive interview with Architecture & Design, Richard Coulson, Chair of the Board of Directors at COX Architecture, shares insights into the design philosophy behind these stadiums, the integration of technology and sustainability, and how COX is shaping the future of sports architecture on both a national and global scale.

Image: The Queensland Country Bank Stadium / Andrew Rankin

Architecture & Design: With six of your designed stadiums set to host matches in the 2027 Rugby World Cup, how did you approach the balance between architectural innovation and the demands of a high-intensity sporting event?

Richard Coulson: At COX Architecture, we’ve spent over 40 years evolving sports architecture, pushing the boundaries of structural innovation while ensuring stadiums perform at the highest level. 

Designing stadiums that have the capacity to host global tournaments like the Rugby World Cup is about creating an experience that enhances athlete performance, captivates spectators and leaves a legacy for the community and region.

A successful stadium also integrates seamlessly with its city and remains active beyond major events. Every COX-designed venue is tailored to its local context, climate and community, is versatile for different uses, is sustainable and supports engagement from fans.  

Technology is also important in refining stadium performance. Our expertise in computational design allows us to optimise sightlines, seating layouts and structural efficiency. AAMI Park, for example, leveraged advanced scripting early in its design process, streamlining complex forms while maximising spectator immersion.

We also considered the importance of material and structural innovation. For example, AAMI Park’s lightweight geodesic ‘bioframe’ roof reduced steel use by 50% compared to traditional stadium roofs, demonstrating how sustainability and performance can go hand in hand. 

Meanwhile, a combination of constraints at Adelaide Oval, including the retention of sightlines to important landmarks, called for a dynamic roof form that could be rapidly iterated. From above, the Oval has a near-symmetrical form with floating diagrid roofs, scalloped on two sides and anchored by an inverted dish above the Southern Stand. This unique design resembles a horseshoe rather than a closed shape, setting it apart from most other modern stadiums and adding to its own individualism and identity.

Beyond physical design, digital integration is transforming how fans and athletes interact with stadiums. From seamless connectivity to real-time player analytics, we ensure venues are adaptable to future trends in sport and entertainment. Future-proofing is key - our role is to design stadiums that not only perform at their best today but continue evolving.

Image: AAMI Park / Peter Glenane Photography

Sustainability is a growing focus in modern stadium design. What specific sustainable or environmentally friendly features have been incorporated into the venues you worked on for this tournament?

Sustainability is core to our stadium design philosophy. At COX, we are focused not only on reducing carbon emissions during construction, but also on designing for long-term relevance, flexibility and environmental responsibility.

For stadiums to be truly sustainable, they need to remain active beyond major events. To prevent them from becoming ‘white elephants’, we design them for long term community use, accommodating a diverse range of sports and activities. 

We have integrated passive design strategies, structural efficiency and sustainable materials that are tailored to local conditions. Allianz Stadium (Sydney Football Stadium) is a prime example. This project achieved LEED Gold Certification by reducing steel use in its roof by 40% without impacting structural integrity. Ninety percent of construction waste was diverted from landfill and the landscape design enhanced biodiversity by doubling the number of trees on-site.

Across our venues, sustainability takes different forms. The Melbourne Cricket Ground’s Northern Stand features a lightweight, transparent roof structure with counterweights to reduce material use.

AAMI Park’s geodesic bioframe roof is five to ten times lighter than conventional stadium roofs, significantly reducing embodied carbon. Optus Stadium in Perth enhances energy efficiency with a transparent, lightweight roof, while Queensland Country Bank Stadium in Townsville employs passive ventilation strategies to harness prevailing breezes and reduce demand for cooling. The venue also integrates a 500,000-litre rainwater harvesting system.

The next frontier in sustainable stadiums includes advancements in low-carbon materials such as hydrogen-based steel and alternative concretes. As these technologies emerge, we remain committed to incorporating innovations that lower the environmental footprint of stadium construction while maintaining world-class performance.

Image: Allianz Stadium / supplied

Given the diverse range of venues, from rectangular stadiums to multi-sport arenas, how did COX tailor designs to enhance both player performance and spectator experience across different stadium types? 

Great stadium design goes beyond the game itself to shape immersive experiences that begin with a fan’s arrival and culminate with an athlete’s performance on the field.

For players, this means optimising conditions for performance and safety, taking into account factors such as climate, surface quality and acoustics. For example, Queensland Country Bank Stadium’s open-ended bowl design embraces the city of Townsville as well as neighbouring Magnetic Island, by welcoming afternoon breezes and assisting with winter light access to the turf. 

This design suits the city’s tropical climate but also provides an identity for spectators watching from both stands and screens, as well as stage set up for concert events. At Allianz Stadium, the roof is engineered to reflect sound back into the seating bowl, amplifying crowd energy and enhancing game-day atmosphere.

For spectators, the experience begins well before they reach their seats. The journey to the stadium shapes pre-game anticipation, which is why we focus on well-designed arrival sequences, engaging public spaces, and seamless event-day activations. Digital integration enhances the experience, with high-speed connectivity, immersive video displays, and real-time data analytics extending engagement beyond the live action.

Image: AAMI Park / Gollings Photography

The Rugby World Cup is expected to bring a significant economic and tourism boost to Australia. How does COX ensure that its stadium designs contribute to the long-term legacy of the host cities beyond the tournament?

We believe a venue’s impact extends far beyond a single tournament, shaping and enriching its region for decades to come.

Allianz Stadium was designed with a 50+ year lifespan, ensuring its role as a cornerstone of Sydney’s sporting and cultural landscape. Optus Stadium in Perth was conceived as an urban renewal catalyst, seamlessly integrating with its precinct to create an active destination year-round.

Modern stadiums must serve more than just sporting events. Adelaide Oval exemplifies this shift, with the addition of Australia’s first fully integrated stadium hotel, ensuring activation beyond match days. The proposed Macquarie Point Stadium in Hobart follows a similar model, incorporating mixed-use spaces for long-term viability.

Stadiums are also significant economic drivers. Optus Stadium, for instance, saw a 69% increase in event attendance and contributed over $129 million to Western Australia’s economy. By designing venues that function as year-round destinations, we ensure major sporting events leave a lasting social, cultural, and economic impact.

Australia is uniquely positioned for strong stadium legacies due to its multi-sport approach. In Brisbane, for example, rectangular venues serve football, rugby league, and rugby union, while oval stadiums cater to both cricket and Australian rules football. This ensures long-term use and sustained community engagement.

Image: Adelaide Oval / Gollings Photography

With the 2027 Rugby World Cup being part of Australia’s so-called ‘golden decade’ of major sporting events, how do you see COX’s role evolving in shaping the future of sports architecture on both a national and global scale?

The future of sports architecture relies on designing venues that are adaptable, high-performance environments capable of evolving with audience expectations and emerging technologies.

Sustainability remains a defining challenge. The Paris 2024 Olympics set a new standard for legacy-first planning, prioritising venue reuse over new construction. Brisbane 2032 will require a similarly strategic approach to ensure its venues remain viable for decades beyond the Games.

Accessibility is also a major focus. True inclusivity means designing stadiums that accommodate all users. From families to people with disabilities, we want to design a seamless experience for everyone – from transport connections and seating arrangements through to digital engagement. 

As COX expands with opportunities across Oceania, Asia, Europe, and North America, we’re integrating global best practices while maintaining a deep sensitivity to local context. 

The future of stadium design relies on delivering a long-term benefit for its communities. By balancing architectural innovation with adaptability and legacy, we are helping to shape the next generation of sports architecture on a national and international scale.

Image: Allianz Stadium / Christopher Frederick Jones