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Home » OOH News » BLR airport set to become hub of experiential & entertainment
BLR airport set to become hub of experiential & entertainment

By M4G Bureau - December 20, 2019

Phase 1 Experiences and Embassy Group join hands to develop first multi-purpose venue in India to host events and other activity at the airport

A high-powered consortium between Phase 1 Experiences and Embassy Group will create experiential and entertainment destination at the BLR Airport. The world’s leading live entertainment company – Live Nation – will act as consultant to the consortium on the development of the project. Music entrepreneur and festival curator – Nikhil Chinapa – will take on his role as strategy and communications lead. The consortium, formed by Oum Pradutt, Founder and Managing Director of Phase 1 Experiences and Aditya Virwani, Chief Operating Officer of Embassy Group, will take on the massive project after having been awarded the tender, floated by BIAL to develop the arena. The development occurs at a time when the live events and entertainment industry is expected to double in growth from Rs. 5,631 Cr in 2016-17 to more than Rs. 10,000 Cr in 2020-21 (Source: EY – EEMA Report, 2017).
 
“BIAL is pleased to announce the partnership with two market leaders in their respective areas of expertise. This is a significant stepping stone towards making the BLR Airport a hub of entertainment, not just for Bengaluru, but for the entire Country. This arena would be a first-of-its-kind to be created at an airport and the first multi-purpose venue in India to host events and other activity. This brings to life a new facet in BIAL’s commitment to offer unparalleled services to passengers and visitors, alike,” said Rao Munukutla, Chief Real Estate Officer, BIAL.
 
Phase 1 Experiences is India’s most disruptive experiential organization, with 24 years of experience in creating large-scale events globally and in India. Oum Pradutt, Founder & Managing Director, Phase 1 Experiences believes that the entertainment arena at BLR Airport would be the pinnacle of live entertainment in India: “Our vision is to radically enhance the live experience quotient of the Indian consumer. Just like multiplexes transformed the cinematic experience and 5G is about to reshape the digital experience, we aim to take the live entertainment experience to the next level in India. The venue will be at par with iconic international concert arenas such as New York’s Madison Square Garden and London’s O2 Arena, enabling us to import the biggest shows and best of global talent to India. This will attract audiences and fans from not just across India, but across South Asia, and establish Bengaluru’s position as a live concert and entertainment capital – globally.”
 
Embassy Group is India’s leading real-estate and urban infrastructure developer with over 3 decades of experience in commercial, residential, industrial, warehousing, hospitality, education and retail spaces, and will build the end-to-end infrastructure of the venue. Aditya Virwani, Chief Operating Officer, Embassy Group speaks about the association with the consortium and the venue: “We, at Embassy, are very excited about the entertainment venue at the BLR Airport. Way back in 1995, we started buying land in North Bengaluru as we could foresee the potential of this region for future exponential growth. We pioneered a new reformation in Bengaluru with Commercial and Residential projects in North Bengaluru. We are happy to have contributed to defining the skyline of Bengaluru, with our niche and curated offerings in this area. The first-of-its-kind, international arena at BLR Airport is in line with our vision to give back to the city of Bengaluru. The venue will place the City on the global map as a destination for prestigious events. Embassy’s development expertise in building world-class assets, and the synergies of our partnership with BIAL and Phase 1 will bring about an iconic project.”
 
Bringing its global perspective and expertise to the homegrown Bengaluru brands is Live Nation, the world’s largest live entertainment company that owns and operates more than 200 entertainment arenas across the world. The renowned global company, headquartered in Los Angeles, USA, will manage both the mobilisation of the venue and the programming of international artists.
 
Paul Antonio, President, Asia and the Middle East, Live Nation commented on the partnership: “We’re pleased to be able to contribute to the establishment of this world-class venue, both in terms of supporting the mobilisation and subsequently the programming of international artists. The venue will be a state-of-the-art, must-play arena and we look forward to bringing our touring artists and live events here as soon as the doors open, and for years to come.”
 

About the Venue:

The technologically-advanced venue will host multi-genre events including concerts, theatrical extravaganzas, sporting events and mega-conferences. As a fully-integrated, multi-utility venue with flexible infrastructure and best-in-class visuals and acoustics, the arena will feature four distinct experience zones:

A supersized dome will hold about 9,000 fans for concerts and mega-events

A separate dome will host large-scale corporate events for upto 2,000 people

An expansive outdoor space will be used for open-air events that take advantage of Bengaluru’s pleasant weather, year-round.

A contemporary pop-up zone that reimagines an amalgamation of social networking, gastronomy, music and culture. The zone will be designed using upcycled shipping containers, with curated experiences 365 days a year

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