In Focus/ Fulham FC & Populous - Setting New Standards By The Riverside
Fulham Football Club unveiled its new Riverside Stand hospitality areas this summer, creating a stunning matchday and non-matchday destination along the Thames.
The stand, which has opened for fans on matchday in stages in recent seasons, officially opened its hospitality and non-matchday areas in May.
Touted as the most luxurious matchday experience in English football, The Riverside Stand, along with the new Fulham Pier that provides non-matchday and public facing facilities, represents a transformative new chapter for Fulham FC at Craven Cottage and has become a world-class landmark on the banks of the Thames.
As a whole, The Riverside Stand represents a bold step into the future of football, blending modern amenities with the rich history of Craven Cottage. Featuring several distinct hospitality spaces – including the stunning Sky Deck rooftop which includes an outdoor swimming pool, fine dining at The Gourmet led by Michelin-calibre chefs Alex Dilling and Oli Marlow and exclusive pitch side seating – The Riverside sets a new benchmark for football hospitality.
Designed to celebrate both the heritage of Craven Cottage and its spectacular riverfront setting, the stand introduces 2,303 premium seats across layered terraces, open-air balconies and glass-fronted lounges.
With seating tiers angled at 33 degrees – just shy of the UK’s maximum permitted 35 degrees – and the front row a mere 3.5 meters from the pitch, fans are immersed in the action like never before.
The Riverside adds a layer of rare, personalised charm to matchday, from dedicated, in-house sommeliers who provide tailored recommendations to an array of bespoke furniture and artwork.
Whether it’s champagne with river views or front-row seats just metres from the action, every detail is crafted to feel both personal and exceptional. Redefining the relationship between football and the city, The Riverside is more than just a matchday venue.
For the first time, the redeveloped walkway allows uninterrupted public access along the Thames between Hammersmith and Putney Bridges, creating a dynamic waterfront destination for fans and local residents alike. A world-class leisure destination by the river, it ensures that the experience extends beyond matchday, making it a thriving hub for all visitors.
Architecturally, the design reflects its riverfront location and a sweeping cantilevered roof, bronze-coloured soffit and modular light-touch design create a visual statement that harmonises with its historic surroundings. The stand’s height of 30 meters ensures it remains a landmark visible from across the Thames – truly transforming West London.
Alistair Mackintosh, Chief Executive Officer of Fulham FC, said: “Our vision for Fulham has always been about honouring tradition while building a future our supporters can be proud of. The Riverside Stand is a symbol of that ambition – a space where community, elegance and world-class sport come together on the banks of the Thames.
“By blending modern amenities with the charm that defines our club, we’re immensely proud to have created a destination that resonates with both lifelong fans and new visitors alike.”
fcbusiness spoke to Philip Johnson, Senior Principal and Lead Architect at Populous, who designed the stand, to find out more about the stadium design and build process.
What was your role in the project?
As the lead architect for Populous’ work on the stand, my role encompassed everything from early concept design to detailed development and on-site delivery support. We first met with the club – the owner and CEO – back in 2017 and discussed the potential to create a unique destination that could create an incredible experience on both matchday and non-matchday…we even discussed the opportunity for a private members’ club at that point! So, the process of working throughout the project with the club, consultants and our internal teams to ensure that every aspect of the stand— both sporting and non-sporting—reflected that vision has been an incredible journey.
What challenges did the site present?
The site, in a residential neighbourhood and adjacent to a major river, presented challenges but the iconic location on the Thames makes it an amazing venue. Creating the walkway fronting onto the river, connecting the existing riverside paths either side, was a key part of the project. We were working with a confined footprint, environmental restrictions and heritage sensitivities, all while keeping the stadium operational during construction. It was a balancing act between progress and preservation.
How did you overcome them?
We approached each constraint as a design catalyst. Working with dedicated structural engineers, the stand was designed to cantilever over the river, with non-public facilities located in the basement and in the roof, critical space has been achieved with fantastic views over the river and of London. Working in phases allowed Fulham to continue playing while construction progressed. A deep collaboration with environmental specialists, engineers, contractors and the local authority ensured compliance with all ecological and planning requirements. Creativity, communication and flexibility were essential throughout.
What opportunities were there?
The riverside location offered a rare opportunity to create a hybrid of elite sport and leisure. From the outset, the club and everyone involved saw the potential to reimagine the site as not just a great place to watch football, but as a year round destination—an anchor for community life. Integrating restaurants, event spaces, a boutique hotel, health club and riverfront terraces gave us the scope to create a destination that could transform matchday and non-matchday experiences alike.
What was the inspiration behind the stand design?
The design was inspired by Fulham’s deeply rooted heritage, the picturesque setting, architectural typology of boathouses and the ambition to create something quietly iconic. We wanted to blend tradition with contemporary elegance—something that didn’t scream for attention but grew naturally from the riverside context. The flowing roofline was shaped by the surrounding landscape, the curve of the river, and the hulls of traditional barges, while the façade draws cues from classic British architecture and contemporary craft.
Was it crucial that the architecture of the new stand blended and complimented the characteristics of the old stadium?
Absolutely. Craven Cottage is one of the most beloved grounds in English football, with a distinct history, charm and heritage. We knew that any intervention had to feel like a natural evolution rather than a rupture. Materials, proportions and even the rhythm of the façade were carefully considered to ensure the Riverside Stand enhanced the historic setting without overpowering it. Blending modern sophistication with Fulham’s character was non-negotiable. Often, a stadium redevelopment can start with a single iconic stand that then rejuvenates the stadium and the club. We are working on similar single stand projects at Wrexham and Racing Strasbourg.
Thinking about the football fan experience, how was this considered and developed in the design of the stand?
The fan experience was at the heart of our design thinking. We worked with Fulham FC to understand their supporters’ expectations and aspirations. The seating tiers were manipulated to ensure the stand created the best possible atmosphere for football. Sightlines were meticulously modelled to ensure every seat had a fantastic view. Concourse layouts were designed for intuitive flow and quick service. We introduced improved accessibility, more food and beverage options and diverse hospitality opportunities—ensuring that all fans, from lifelong season ticket holders to newcomers, would feel welcomed and valued.
How did you present a design that works functionally as a stadium but also commercially as a 365-day-a-year destination?
It came down to layering. We thought of the Riverside Stand not as a single-purpose structure, but as a vertical village. Matchday functions— seating, concourses, media facilities—are seamlessly integrated with hospitality lounges, cafes, event venues and public spaces. Flexibility was key; spaces had to shift between game-day intensity and calm, daily use. Architectural detailing, access planning and services all had to accommodate that dual identity.
What do you think you learnt from the process?
One of the biggest takeaways was how to orchestrate architecture that respects history while looking boldly to the future. We knew that adaptive and resilient design can unlock value in tight, complex urban settings. Equally, we drew on our experience of designing flexible, multi-use spaces that appeal to vastly different audiences — whether that’s fans, hotel guests, food lovers or the local community — without compromising the core identity of the stadium.
Images: Fulham.Riverside & Populous
