‘You Can’t Out-Paris Paris’: Championing Brisbane 2032

“Experience should be memorable—or forgettable. Memorable because it’s intentionally delightful; forgettable because it’s seamless.” This is the line Brisbane needs to walk as it races towards the 2032 Olympic and Paralympic Games with billions of dollars in infrastructure investment and an international spotlight fast approaching. But for placemaking doyen Adam Scott, co-founder of the Experience Foundation, the real opportunity isn’t in stadiums or transport upgrades—it’s in how Brisbane chooses to design its identity. “We keep saying the Olympics is an event,” Scott says. “But the Olympics are actually a story. And cities that get it right understand they’re not just hosting the world for two weeks—they’re shaping how people feel about the city for decades.” As governments, developers and designers embark on the most transformative projects in Brisbane’s modern history, Scott argues the city stands at a threshold moment. The decisions taken in the next three to five years will determine whether Brisbane becomes a global exemplar of experience-led urbanism—or another cautionary tale of projects delivered fast but without soul. ▲ Placemaker Adam Scott: The real question is: what experience do we want people to have in Brisbane? Designing a city, not an event Scott has advised cities, cultural institutions and precinct developers worldwide on experience-led design. His message for Brisbane is clear: put people at the centre from day one. “Most cities think in terms of infrastructure first—‘Where do we put the venues? How do we move the crowds?’,” he says. “But that’s the wrong question. “The real question is: what experience do we want people to have in Brisbane? How do we want them to feel? And how can the Olympics accelerate that vision rather than distort it?” ▲ The experience of Brisbane is about more than stadiums. Image: Rachel See, courtesy of UAP | Urban Art Projects Brisbane has a rare advantage: it still has time. “You’ve got nearly a decade. That is unheard of,” he says. “Most cities don’t have the runway Brisbane has to actually design a legacy instead of scrambling to build one.” But he warns that time can also be a trap. Without a co-ordinated experiential framework, individual projects risk becoming “islands of investment”—disconnected, inconsistent and ultimately forgettable. The river is Brisbane’s narrative spine When Scott puts Brisbane under the microscope, he sees the river as the city’s defining asset—physically and emotionally. “Brisbane is a river city,” he says. “The river is your anchor. It’s the thing that makes the city legible, memorable and alive. “So the question is: how do you use it to connect precincts, venues, neighbourhoods and culture into one continuous experience?” From South Bank’s parklands to Newstead’s waterfront and the evolving Howard Smith Wharves, Scott sees the beginnings of a cohesive river-driven identity. But he insists that the Olympic decade demands more ambition. “You have this extraordinary subtropical river environment and yet the city still feels like it’s turning its back on it in places. “The Olympics is the chance to stitch it all together—create a loop of movement, culture, play and nature that becomes Brisbane’s calling card.” ▲ The Olympics lead-up also provides an opportunity to realise the Brisbane River ’ s “true potential as a transportation network for the city”. He describes this as a “narrative spine”—a way of designing movement and experience so locals and visitors flow naturally between precincts rather than bouncing between isolated destinations. Culture as infrastructure While much of the Games discussion has focused on big-ticket builds—new venues, transport upgrades, precinct redevelopments—Scott believes Brisbane’s long-term success hinges on something more intangible. “Culture is your real infrastructure,” he says. “When people talk about Barcelona after 1992 or London after 2012, they’re not talking about stadiums. “You can’t out-Paris Paris. Brisbane needs to grow this from the street, from the garage, through everyday spaces. “They’re talking about how those cities felt. They’re talking about street life, design language, voice, atmosphere.” ▲ The Fish Lane Town Square development at South Brisbane has become a bustling precinct. Scott argues Brisbane already has the ingredients for a strong cultural identity: a subtropical climate, a highly walkable inner city, a vibrant independent arts scene and a maturing food culture. But he warns that culture must be nurtured deliberately—not simply assumed. “You can’t fake culture. You can’t build it at the end. It has to be embedded in every decision—from the layout of streets to the programming of public spaces.” Designing for emotion, not just efficiency One of the most striking themes in Scott’s philosophy is the idea that the built environment should be designed for emotional impact, not just functional efficiency. “People don’t remember the stadium capacity or the width of the footpaths. They remember how a place made them feel. They remember moments ... from the garden gate to the departure gate. “We need to start now with small activations to build a fan base and excite people about what’s coming. “Urban design too often starts with the biggest gesture—infrastructure, architecture, landscape—and only last asks: what will people actually do here?” Scott argues that the Olympics should be used to elevate everyday Brisbane life—public spaces, shade structures, waterfront walkways, connected cycling routes, open-air culture and community-led activation. “This isn’t about creating a spectacle. It’s about engagement, involvement and participation. “We need to be thinking more about time well spent rather than space well utilised.” He highlights the danger of treating the Games as a two-week disruption rather than a long-term opportunity. “The worst thing that can happen is Brisbane builds for the Games and not for Brisbane. You should be designing for the city you want in 2042, not the one you think you need in 2032.” A decade to define Brisbane’s next century Scott returns repeatedly to the idea that Brisbane is approaching a once-in-a-lifetime transformation point. The scale of development, investment and global attention won’t be repeated again for generations. “You don’t get this chance twice,” he says. “If Brisbane leans into experience-led design, it can define what a subtropical global city looks like.” For him, the path forward is clear. “Start with experience. Build from culture. Listen to community. Connect with Country. Use the river. Make it easy to move, easy to gather, easy to belong.” And above all, remember that the Games are a catalyst, not a finish line. “Brisbane shouldn’t design for the Olympics,” he says. “Brisbane should design for Brisbane. If you do that, the Olympics will take care of itself—and the legacy will outlast all of us.”

‘You Can’t Out-Paris Paris’: Championing Brisbane 2032

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