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Madison Square Garden Company Submits Planning Application For MSG Sphere London

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Madison Square Garden Company Submits Planning Application For MSG Sphere London

By: Gideon Gottfried

MSG Sphere Rendering

MSGMSG Sphere RenderingThe planning application for this futuristic project has been submitted

Madison Square Garden Company (MSG) has submitted a planning application to the London Legacy Development Corporation (LLDC) for its state-of-the-art live music and entertainment venue MSG Sphere.

The company highlights the economic benefit the venue would bring to the region. Analysis from economic consultancies EY and Volterra shows that, if approved, MSG Sphere would support up to 3,200 jobs each year across the UK once it’s open and up to 4,300 jobs each year during the 3-year construction period.
See: MSG Sphere London: Putting Every Guest In The Sweet Spot
EY also estimates that, once open, MSG Sphere would generate £2.7 billion ($3.6 billion) in positive UK economic impact (GVA) over a 20-year period – £2.5 billion of that in London. The estimate includes more than £50 million in annual revenue for local businesses in the London borough of Newham, where the MSG Sphere would be located.
As MSG points out, it is not using any public funding for the MSG Sphere project, which it considers a long-term investment in the future of Stratford and London. 
MSG purchased the 4.7-acre site, which has been left empty for more than six years, since last being used as a temporary coach park during the 2012 Olympic and Paralympic Games. MSG’s plan is to transform this abandoned site into “a thriving world-class destination that benefits the UK, London, and the community in Newham,” according to the announcement.

The future site of the MSG Sphere in Stratford, London

MSGThe future site of the MSG Sphere in Stratford, LondonThe 4.7-acre site has been left empty for more than six years

Jayne McGivern, MSG’s Executive Vice President of Development and Construction, said: “This is an opportunity to take an inaccessible coach park and use it to support thousands of jobs, and billions of pounds of economic benefit. “Our plans make training and local hiring a priority and would create a premier destination that serves as a long-term investment in the future of Newham, London, and the UK. “If our plans are approved, we believe MSG Sphere will complement London’s existing venues and drive overall growth in the music and entertainment market – benefiting residents, artists and fans.” 
If approved and constructed, the MSG Sphere would a diameter of 120 metres and, at its highest point, would be 90 metres tall. The venue would be wrapped in triangular LED panels which, when active, could showcase a range of static and moving images including digital art, content related to current and future events in the venue, as well as advertising and partnership branding.
See: Madison Square Garden Company Launches Next Generation Tour In London According to MSG, the fully-programmable exterior of the Sphere would enable complete control over the light emitted by the building – including the ability to dim, turn on, or turn off all, or portions of, the exterior.  The MSG Sphere’s main venue would have a scalable capacity of up to 17,500 seated, or 21,500 when there is a mix of seated and standing.
The technologies deployed in the venues as showcased at the launch event in London last year include:
– the largest and highest resolution LED screen in the world  
– an adaptive acoustics system that delivers crystal-clear audio to every guest, no matter the size or type of event
– a haptic flooring system that will convey bass through the floor so that the audience can “feel” the experience
– wireless connectivity that delivers 25 megabits per second for every guest, enabling “a broader range of content, greater interaction among guests, and more immersive entertainment experiences”
– the screen inside the venue, which wraps around the audience, is four acres large, or the size of three full NFL pitches

What could be

MSGWhat could beThis is what the audience could experience at an MSG Sphere screening

In addition to the main venue, the plans for MSG Sphere feature a smaller music club/nightclub, retail space, a café, and restaurants; and attractively landscaped publicly-accessible outdoor spaces, including an urban square, park space, nature play space for children, seating areas and an outdoor gym.
MSG says the Sphere could host a wide variety of event genres, including concerts, residencies, immersive experiences, family shows, corporate events, award shows, product launches and select sporting and esports events.
See: Madison Square Garden Company Names Geraldine Calpin Executive Vice President and Chief Marketing Officer
London’s Stratford area boast several venues hosting events, including the London Stadium, Queen Elizabeth Olympic Park, Here East and several theaters.
“To ensure a better travel experience to and from the venue, MSG would primarily schedule events to run at different times to peak rush hours. And when MSG Sphere events coincide with other events at surrounding venues or with peak shopping periods at Westfield Stratford City, MSG would partner with those venues and Westfield on a combined events plan and crowd management strategy,” the MSG annoucement reads.

London landmarks

MSGLondon landmarksThis is how the MSG Sphere would stack up against other iconic buildings in the city

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