STUFISH Entertainment Architects have revealed its design for Swindon’s new theatre and concert venue as part of Swindon Borough Council’s vision for its Cultural Quarter masterplan. The Council has committed to bringing forward plans to build a new multi-functional cultural venue to replace the town’s ageing 600-seat theatre, which no longer meets modern demands. This initial design concept envisions a flexible space with a capacity of 1,200 seats, expandable to 1,800 for larger events, aligned with Swindon Council’s vision of drawing regional audiences and hosting touring West End productions, musical performances, comedy and more. The state-of-the-art theatre will blend Swindon’s industrial heritage with contemporary design inspired by STUFISH’s ABBA Arena in London.
Strategically placed in the Kimmerfields district, such a venue would transform the current Swindon Bus Station on Manchester Road near the Tri-Centre building complex. The theatre leverages Swindon’s strong transport links, including proximity to the main train station and bus terminals, facilitating easy access for audiences across a wide catchment area. The pedestrian-friendly layout connects seamlessly with surrounding neighbourhoods, enhancing the theatre’s integration within the broader residential and business community.
The theatre’s architectural language pays homage to Swindon’s railway and engineering history. STUFISH included local references from GWR Swindon Works, which currently houses the Swindon Designer Outlet and STEAM – Museum of the Great Western Railway. The design features double-pitched roofs and steel construction, a nod to local industrial architecture. The building’s main form, featuring the auditorium, is clad in materials reflective of Swindon’s industrial heritage, incorporating lightweight, sustainable materials to echo the aesthetic of the historic railway warehouses. STUFISH’s approach helps the theatre to harmonise with adjacent residential areas while standing out as a distinctive landmark.
Collaborating with theatre consultants Theatre Projects, the modular design approach maximises efficiency while preserving the venue’s aesthetic and functional integrity. Essential backstage elements—such as offices, dressing rooms, and front-of-house spaces—are designed as independent modules. The main auditorium and fly tower serve as the venue’s core, surrounded by these modular elements, which are unified within an outer architectural shell. This layered approach creates a cohesive, adaptable structure supporting operational flexibility and a streamlined user experience.
Building on the success of the ABBA Arena, the Swindon Theatre illustrates how modular design is transforming entertainment architecture. New modular venues are emerging as viable, eco-friendly, and cost-effective alternatives to traditional construction, providing flexibility to adapt to changing production demands and audience configurations. These adaptable and sustainable spaces can be reimagined for diverse performances, setting a new standard for the future of venue design.
Ray Winkler, CEO & Design Director at STUFISH Entertainment Architects:
“Drawing on extensive experience in show and venue design, we have refined a modular construction approach that embodies the elegance and depth of traditional architecture. Our work surpasses the conventional ‘box’ or ‘shed’ aesthetic, creating thoughtfully crafted, purpose-built spaces that captivate and engage. This adaptable modular approach lends itself seamlessly to a range of structures, from theatres to pavilions, ensuring both beauty and functionality in any setting.”
Julian Russell, Director at Blue Horizon Ventures:
“Blue Horizon Ventures is thrilled to continue to support Swindon Borough Council on this pioneering cultural project that reflects a bold vision for Swindon’s future. By commissioning STUFISH and Theatre Projects to create an adaptable, state-of-the-art venue at the Kimmerfields site, SBC has embraced an innovative approach that not only meets the needs of modern entertainment but also fosters significant social value. This venue will be more than just a performance space; it is designed as a dynamic hub for community connection, local engagement, and cultural growth. We look forward to seeing it enrich lives, support local talent, and strengthen Swindon’s position as a beacon of creativity and community in the region.”
The design for the front of house (FOH) area takes cues from ABBA Arena, where most of the FOH space is weather-protected rather than fully enclosed. STUFISH’s design includes a canopy that offers shelter from the elements without creating an enclosed lobby, allowing for lightweight, uninsulated construction materials that reduce the building’s reliance on HVAC systems.
The theatre’s design prioritises a vibrant public realm, creating a welcoming, multifunctional space that serves as the ‘living room’ for the community. The southern frontage, oriented towards the pedestrian approach, becomes a focal point for gathering, relaxation, and entertainment. Surrounding plazas are envisioned as dynamic spaces with potential for seasonal events and markets, ensuring the theatre serves as a year-round cultural hub.
Swindon’s new theatre aims to catalyse regional tourism and will provide a premier cultural venue for residents and visitors, enhancing Swindon’s cultural identity and stimulating economic growth. The proposal is not only an architectural achievement but also a significant cultural investment that will enrich the community and attract broader audiences.
The new Swindon theatre project is in the pre-planning and development stage.