Fulham FC introduces new hospitality offering
With the construction of the Riverside Stand, Fulham FC will also expand its hospitality offering at Craven Cottage in the future, aiming to provide exclusive matchday experiences for visitors. stadiaworld introduces the new VIP areas.
Craven Cottage has been the sporting home of Fulham FC since 1896. After the stadium in southwest London was renovated twice in the past, another modernization project has been underway since 2019 at the 27,500-capacity venue. With the construction of the Riverside Stand, which directly borders the banks of the River Thames, the club aims to elevate its hospitality offering to a whole new level. At the end of March, fans and interested parties were given the first glimpses of the upcoming offering. The club's goal is to create a premium experience that is unprecedented in professional football. This includes two Michelin-starred restaurants integrated into the stadium, a three-story Sky Deck, and exclusive seats located directly next to the pitch.
Fulham FC aims to offer not only its own fans a new and exclusive matchday experience but also create a hospitality offering "that is unmatched in European football today." To achieve this, a concept was developed in collaboration with the internationally renowned architectural and design firm Populous, as well as the engineering consultancy WSP, combining football and exclusive gastronomy.
For Fulham FC chairman Shahid Khan, the project is also linked to the club's long-term future: "My vision for the New Riverside Stand was to provide our fans and our neighborhood with a place that honors our history and tradition at Craven Cottage every day of the year, but especially on matchdays, with a premium experience that is unlike anything else in football, here in London or anywhere else. In short, today is not just about finally offering a higher standard of hospitality options that were virtually unavailable to Fulham fans before. It's about providing the ultimate matchday hospitality experience, from which the long-term prospects and future of Fulham Football Club will also benefit. The new Riverside Stand at Craven Cottage will make this possible."
The Riverside is part of the comprehensive redesign of Fulham Pier and is intended to highlight the advantages of the English capital in its design. The first new highlight is the three-story Sky Terrace. Starting with a rooftop terrace offering views of the city skyline, and extending to an integrated infinity pool, the Sky Terrace is set to become a social hub for all visitors. Culinary offerings on the Sky Terrace will focus on experimental dishes and drinks, some of which can be enjoyed while relaxing in the integrated infinity pool.
In terms of gastronomy, the stadium will feature two additional highlights in the future. Inspired by Michelin-starred chefs, the restaurants "The Gourmet" and "The Brasserie" aim to combine fine dining with football. "The Gourmet" will offer a four-course à la carte menu, which can be enjoyed either inside the stand or alternatively on the terrace overlooking the Thames. "The Brasserie," on the other hand, offers not only an adjacent terrace but also the option to enjoy meals while watching the sporting action. For this, "luxurious" seats are available at the halfway line.
For all fans who want to experience the interactions on the players' bench up close, "The Dugout" is set to offer the "most intimate football experience at Craven Cottage." Ticket holders will have the chance to follow the action on the pitch just 3.5 meters away from the touchline and in close proximity to the coaching staff. Alternatively, guests in "The Dugout" can retreat to a bar equipped with audiovisual technology, where they can continue watching the match while enjoying food and drinks.
Anyone wishing to enjoy a Fulham FC match in connection with the new VIP offering can begin purchasing tickets from April 9th. However, not all of the new areas will be completed by the start of the 2024/25 season. It is planned that "The Dugout" and the Matchday Plus offering – a premium all-inclusive ticket – will be available in time for the season's kickoff. The two Michelin-starred restaurants and the Sky Terrace are expected to open by December 2024.
In addition to Populous and WSP, the club also worked with renowned designers from across Europe on the interior design of the stand. Among them were the Spanish interior architects Lázaro Rosa-Violán, the Parisian design studio Dion & Arts, and the English architectural firm Stuart Forbes Associates.
For the lead architect of the Riverside project and Senior Principal at Populous New York, Philip Johnson, the design of the Riverside Stand represents a new approach to the personalization of stadium stands: "Our vision for the New Riverside Stand at Craven Cottage was to create a unique experience that has never been done before, not just in football but beyond. It is a privilege to bring this innovative design to life, with amazing spaces that will host incredible experiences for fans and guests, and a world-class terrace that will ramp up the atmosphere in the stadium – all at a unique location on the banks of the River Thames. This project demonstrates new ways to design individual stands, and we are proud to be part of the next chapter of the club."
In addition to the new hospitality areas, the reconstruction of the stand has also resulted in an increase in capacity by 2,750 seats. As a result, Craven Cottage will soon have a total capacity of 30,250 spectators. (stadiaworld, 04.04.2024)
