Multiplied

Nicholas Reynolds

Nicholas is a Senior Principal and a Director of the London office of Populous, and sits on the Global Strategic Board. Beginning his career on the Sydney Olympic (now ANZ) stadium, his past projects include the AELTC Wimbledon Centre Court, Sochi Olympic Stadium and the O₂ Arena. He is currently leading the 60,000 seat Grand Stade de l’Olympique Lyonnais, a new arena for Bristol and the transformation of the London 2012 Olympic Stadium, taking the iconic building from its successful games use to its long term multi-functional legacy.

Whilst Design Principal of the O₂ Arena, he founded Populous Activate, the practice’s Brand Activation and Experience design agency, in 2004. Populous Activate specialises in connecting brands to sporting and entertainment venues and fans, delivering commercial value through innovative design. Recent clients include the Premier League, Manchester City FC, O₂ and Cadburys.

Simon Jordan

Simon is co-founder and Managing Director of Jump Studios, and has worked extensively with some of the world’s largest consumer-facing brands, technology companies and media & communications agencies.

A fellow of the Royal Society of Arts, Simon is also an external lecturer at the School of Architecture & Design in Madrid. His expertise lies in bringing together the innovative and holistic insights of design with the pragmatic and systematic skills of a planner, helping to guide strategic direction for clients including Nike, Rapha, Red Bull, Adidas, Google and Wieden + Kennedy, in the context of business need and brand intent.

Simon Borg

Simon is an Associate Principal with Populous, and leads the London office of Populous Activate. He was lead designer on the first major commission undertaken by Populous Activate, the brand activation of London’s O₂ Arena. The scope of work included implementing the overall O₂ look and feel across the venue, from the delivery of signage and concession branding through to the interiors of the VIP and customer hospitality areas.

Simon continues to grow Populous Activate in London, completing the multi-venue wayfinding for the London 2012 Olympic & Paralympic Games, and is currently developing fan and sponsor engagement programmes for several Premier League football clubs.

Shaun Fernandes

Shaun Fernandes studied architecture at the University of Waterloo, Canada, and worked with brands including Adidas and the Belgo restaurant chain before launching Jump Studios in 2001.

As co-founder and Creative Director at Jump Studios, Shaun has shaped creative output and brings a wealth of experience in balancing creativity with delivery, ensuring that the practice consistently produces spaces that are useful and engaging, fresh and original, yet true to their practical purpose. Shaun is also an associate lecturer at the University of the Arts London, teaching on both the BA Spatial Design and foundations courses.

Brian Mirakian

Brian leads the Activate team in the Americas and is a Principal of Populous. He is a frequent speaker and author on the topic of futurism in sports, including recent speaking engagements at South by Southwest, the Sports Business Journal Intersport Activation Summit, and Discovery Channel.

His award winning work has helped create transformative social experiences for his clients, having collaborated with a large number of professional teams in the Americas, some of the world’s leading advertising agencies, the Olympic Games, the NFL, NBA, and Major League Baseball and top brands including Adidas, Pepsi and Dow.

Richard Breslin

Richard is a Senior Principal of Populous and sits on the Global Strategic Board. Richard directs all of the work in Australia including the design of Sydney’s landmark precinct for entertainment and tourism, Darling Harbour Live. He also leads major projects for sports brands including the Australian Football League (AFL); National Rugby League (NRL), Australian Rugby Union (ARU) and Football Federation Australia (FFA).

The Activate team led the design and development of the Telstra Connected Lounge at ANZ Stadium, an imaginative and totally immersive game day experience for fans attending a live sporting event and the first of its kind in Australia.