Irwin and bluecube3 Bring You Venue360

Building better ways to bring people together is Irwin’s mission. Venue360 does exactly that by offering new builds and venues that are being renovated, a seating system that can evolve with changing audience and market demands. It is a fully customizable system that creates a superior user experience that is unique to each venue, drives operational efficiencies, and increases profitability by enabling limitless venue flexibility.

“What we were noticing over the years was the growing need for more flexible spaces,” said bluecube3 Managing Director Russell Plant. “Putting on international events like the World Cup or the Olympic events, we noticed that the type of equipment we needed to deliver was much, much broader than just seating.”  

Easy Installation. Smarter Operations.
This rail-mounted system is engineered with both installers and operators in mind. Venue360’s modular design dramatically improves installation speed, minimizes labor requirements, enables quicker and easier changeovers between events, and simplifies ongoing maintenance and future retrofits—a key driver for contractors working under tight schedules.

Co-owner of ThreeSixty Installations, Jon Reed, said, “Venue360’s rail-mounted system is wonderful for installation subcontractors and facility managers. It makes installation a breeze and maintenance a snap. Irwin’s quality and support make the installation process a smooth ride.”

Flexibility Through Telescopic Innovation
A hallmark of Irwin’s legacy is its telescopic seating expertise, and Venue360 takes this to the next level. By integrating telescopic platforms with the modular rail system, operators can reconfigure layouts at unprecedented speed. This adaptability enables venues to host multiple event types—such as sports, concerts, graduations, or international tournaments—within the same week.

Validated by Champions: A Real-World Testimony from Kansas
One of the most compelling demonstrations of Venue360 in action is the recent upgrade at David Booth Kansas Memorial Stadium at the University of Kansas. From the ultra-custom “ROCK CHALK” branding in the upper bowl to the iconic “K” flag in the end zone, the installation blends timeless school spirit with cutting-edge versatility. Venue360 enabled KU to preserve the tradition fans love—while introducing the future of stadium design and flexibility.

CEO of Dimensional Innovations, Tucker Trotter, said, “Everyone involved with this project knows the importance. They know that this is a once-in-a-generational project.” 

Trusted by Leaders in Construction and Design
Leading installation partner, Covel Contracting’s Jessie Billings, said this about the system, “It’s designed with installers and facility teams in mind. It offers quick installation, intuitive alignment, and effortless part replacement. It’s a smarter setup that saves hours during install—and years on maintenance”.

Venue360Success Stories
Venue360 is quickly becoming the system of choice for top-tier venues across North America. The following projects have already embraced the system:

• David Booth Kansas Memorial Stadium – University of Kansas
• Tottenham Hotspur Stadium
• The Sphere
• Highmark Stadium – Buffalo Bills - Installing
• Rogers Arena – Vancouver Canucks - Installing

A System That’s Scaling Fast
Venue360 isn’t a concept—it’s a system in motion. With installations already complete and more on the horizon, Irwin is transforming how venues manage changeovers, maximize capacity, and design for multipurpose use.

Irwin’s Director of Sales for Live Entertainment, Matt Huebsch said, “Live entertainment is changing fast. The way people experience events today is completely different than it was even a few years ago. If we want to stay at the forefront, we can’t just sell seats, we must think bigger. That’s why we’ve shifted toward a systems approach that brings more flexible, adaptable, and immersive solutions to venues, helping them generate revenue and maximizing efficiency every day of the year.”

But Venue360 isn’t just redefining flexibility—it’s enhancing the fan experience. Irwin is excited to announce an upcoming partnership with PixMob, a global leader in immersive crowd lighting and wearable event technology. Together, the two companies will explore how Venue360’s infrastructure can support dynamic lighting systems and interactive audience engagement, taking live events to the next level. Stay tuned for the launch of this upcoming partnership.

Ready to Experience Venue360?
To learn more about Venue360, access technical specs, or schedule a demo, visit:
👉 https://www.irwinseating.com/venue360

About the Irwin + bluecube3 partnership
Venue360 also marks a significant milestone in the partnership between Irwin and bluecube3. Irwin brings over a century of precision craftsmanship and trust within the seating manufacturing industry, while bluecube3 contributes cutting-edge design technology and systems thinking that redefine how spaces operate.

Media Contact:
Lisa Zabavski (North and South America)
lisa.zabavski@irwinseating.com

Steve Bartlett (Europe, Australia, and Asia)
steve@bluecubeseating.com