Fulham’s New Riverside Stand Redefining Matchday Entertainment
Fulham Football Club have revealed details of their new matchday experiences.
The London club is redefining matchday entertainment, allowing spectators to combine watching football with the most luxurious, premium experiences in the game.
From a star-lined roof terrace, to Michelin Star inspired dining, ticket holders have access to both opulent luxury and pitch-side drama.
The club has today unveiled a first look at the new matchday experiences inside its newly redeveloped Riverside Stand, which invite guests to mix with the stars, both on and off the pitch.
Fulham Chairman, Shahid Khan, said: “My vision for the New Riverside Stand was to provide our fans, and our neighbourhood, with a destination that would continue to honour our history and tradition at Craven Cottage every day of the year, but especially so on matchdays with a premium experience that will be unlike anything in football, here in London or elsewhere.
“In short, today isn’t about finally being able to offer a higher standard of hospitality options that have essentially been unavailable to Fulham supporters until now. It’s about offering the ultimate matchday hospitality experience in the world that will also benefit the long-term promise and future of Fulham Football Club. The New Riverside Stand at Craven Cottage will make it possible.”
Part of the broader redevelopment of Fulham Pier, The Riverside puts spectators on the bank of the River Thames. Whether via the river walkway connecting the stadium with the local community, or the spectacular rooftop views of the city, the new array of game-changing matchday experiences has been designed to reflect the very best of the capital.
Seven different premium matchday experiences are available within The Riverside, and include:
– Sky Deck makes up the top three floors of The Riverside and is home to an unrivalled range of social settings in stunning surroundings, alongside experiential food and drink pop-ups. The rooftop level features sweeping views across the River Thames and London’s skyline – taking the matchday experience to new heights.
– The Gourmet is fine dining inspired by Michelin Star chefs at the Water’s Edge. A four course, à la carte menu, offering fine wines, champagne and cocktails, can be experienced inside or on the terrace overlooking the river.
– The Brasserie offers a second Michelin Star dining experience with the best of both worlds. On one side, diners can take in the open-air riverside terrace and on the other, enjoy luxury seats on the halfway line, with unmatched views of the action on the pitch.
– The Dugout – welcome to the most intimate football experience at Craven Cottage. Guests are sat directly behind the coaching staff, taking them into the thick of the action, as close as 3.5m from the touchline. Before or after the match, spectators can fall back into a stylish bar offering food, drink and enabled with immersive audio-visual technology.
The design of the new Riverside Stand was led by renowned stadium architectural practice, Populous, which is based locally in Putney.
Philip Johnson, Senior Principal and Lead Architect for New Riverside Stand project at Populous, said: “Our vision for the New Riverside Stand at Craven Cottage was to create a unique experience that has not been seen before, whether in the context of football or beyond.
“It’s a privilege to bring this innovative design to life, with amazing spaces set to house incredible experiences for fans and guests and a world-class terrace that will drive the atmosphere in the ground, all set in a unique location on the banks of the Thames.
“This project demonstrates new ways of designing individual stands, and we are proud to be part of the Club’s next chapter.”
The fit-out of the new stand has supported 2,750 jobs, with a strong emphasis on supporting local labour where possible. While the fit-out of internal spaces remains in progress, Fulham FC employs, on average, 100 people every day, due to rise to 200 as the project nears completion.
Image: fulhamfc.com
