It's all very much focused around the artists having the best experience, and that costs us money,

It's all very much focused around the artists having the best experience, and that costs us money, not to have advertising in here. But that's a decision that we've made in order to maximise the connection between artist and fan."

Fans sitting at the back will be closer to the stage than at similar arenas, he says. That's because Co-op Live's floor, which can hold 9,200 standing fans, is apparently shorter but wider than other existing arenas.

"It doesn't feel that big when you're up there," says Roden, pointing to the top seats. "But when you're down here, you feel like you're at a massive event, which is what we want. It almost feels like a stadium standing gig down here."

Otherwise, the layout is flexible but familiar. They haven't tried to reinvent the basic arena design.