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"We can put a client in there and say, 'when your team scores, this is what it will sound like if your stadium roof is shaped this way,'" says Chris Dite, who is responsible for the firm's sports projects.

Dite's previous work includes the Allianz Arena used by German football giants Bayern Munich and the Gtech Community Stadium where Brentford play.

"If you can sit the client in those front rows and make them feel like they're in it, that's where you start to really invoke an emotional response," Dite tells BBC News.

"Gravity still exists, unfortunately for us," remarks Dite.

For Dite, as much as modern stadium design now includes acoustic considerations and brand messaging, the core tenets have long been the same.