Allied Esports Chooses HOK for New Mall Locations

Allied Esports has selected architecture, engineering, design, and planning firm HOK as its partner in creating its new retail esports venues. The two companies will begin working on the new venture immediately, with plans to open the first location at Simon’s Mall of Georgia in Buford, Ga., in the second half of 2020.

Allied Esports and HOK will partner to design on-mall esports venues.

Acclaimed worldwide for designing sports and entertainment projects, including the recently completed Mercedes-Benz Stadium and renovation of State Farm Arena, both in Atlanta, HOK has also established itself as a leader in the esports space. The company has worked with clients that include private developers, professional teams and cities on initiatives ranging from conceptual, ground-up esports venues to master plans and studies.

“With our first-of-its-kind on-mall esports venue initiative, we had the opportunity to meet with the best in the design business, and we were impressed from the start by HOK’s experience, resources and overall enthusiasm for this project,” said Jud Hannigan, CEO, Allied Esports. “We are thrilled to be able to unveil this design to gamers in the Southeast as we continue to develop infrastructure and experiences for our growing network.”

HOK draws on both its deep experience with sports, entertainment and hospitality projects and its recent experience in the esports market to create impactful, forward-looking spaces that respond to the unique needs of today’s spectators, competitors and business and media partners.

“We’re excited for the opportunity to bring Allied Esports’ vision for this unprecedented concept to life,” said Rashed Singaby, Senior Designer, HOK. “Allied Esports has been at the forefront of innovation in the industry, and this partnership will help define the future of the esports experience for competitors and spectators.”

HOK’s extensive esports thought leadership includes a white paper exploring concepts for the esports venue of the future; exploratory design work looking at opportunities around new buildings and retrofits; established relationships with esports organizations and industry leaders; and speaking engagements at multiple industry conferences.

Allied Esports previously announced a strategic alliance with Simon to build dedicated esports venues at Simon properties around the country. Allied Esports’ new on-mall locations will offer visitors a variety of esports and gaming experiences, including nightly tournaments for all levels, PCs, and consoles for walk-up play and daily use, broadcast and streaming production capabilities, full food and beverage options, and experiential retail. Branding and design elements, including initial renderings for the Mall of Georgia space, will also be revealed later this year.