Through work, I have a lot of contacts in the Construction Industry and meet the odd Architect from time to time.
I'm not sure if this has been covered in the previous 400+ pages but when chatting to a guy from BAM yesterday, he tells me that the club's owners have gone to great lengths to "get it right first time". To cut a long story short, our ground is a supersized athletics stadium and all athletics stadia are built to deflect crowd noise away from the central area (i.e. so the athletes can hear the gun go off and spectators can hear the tannoy announcements). The owners have carried out worldwide studies to increase the capacity in a way that will increase the atmosphere.
From what I can gather, The South Stand is going to have a large "Kop" style stand for Level 2 and 3. The Architects are going back to old school techniques but putting in as many pillars as possible without causing obstructed views, apparently, pillars create vibrations and noise.
They are also going to alter the angle of the roof around the whole ground to deflect the noise downwards, rather than up in order to capture more noise.
Apologies if you already knew this, I didn't fancy reading the whole thread to check.