Where football meets
the river: An experience
strategy for all…
Fulham FC
Riverside Stand Redevelopment
About
The Riverside Stand development at Craven Cottage represented a bold evolution of Fulham Football Club’s iconic stadium. Located on the banks of the River Thames, the new stand blends world-class facilities with a deep respect for heritage, transforming matchday experiences while unlocking year-round commercial, hospitality, and leisure opportunities.
Challenge
Develop a strategy and masterplan that would create a flexible suite of products that unlock true year-round opportunities for both avid fans and the local community – designed to suit all budgets and demographics, well beyond matchdays.
Solution
Through meticulous planning and stakeholder collaboration, the Riverside Stand was reimagined as a multifunctional destination. Integrating hospitality suites, restaurants, riverside walk, and premium bowl seating, offering year-round access and community engagement. The structure enhances Craven Cottage’s capacity and commercial viability while preserving its historic charm.
Disciplines
Brand Strategy / Experience Strategy / Narrative Origination / Naming Origination / Brand Identity / Brand System / Interior Design / Copywriting / Digital Design / Art Direction /
Duration
06 Weeks
Next Level Thinking
The identity for the new Riverside Stand needed to resonate on multiple levels, reflecting its role as a landmark destination for both the local community and the club’s loyal fanbase.
The concept, The Levels, draws inspiration from its riverside setting and the multi-dimensional nature of the development itself: the ebb and flow of the Thames, the rising roar of the crowd on matchday, layered guest experiences that span all seven floors of the stand.
It’s an identity that captures not just the physical scale of the project, but the emotional energy and connection it brings, uniting place, people, and purpose in one bold, ownable concept.
