Overview
- Location:
- Liverpool, England
- Client:
- Liverpool FC
- Sectors:
- Sports, Hospitality
- Services:
- Architecture, Interior Design, Graphic Design
Planning Application
2017
A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
Planning Application
2017
A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
Planning Application
2017
A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
Planning Application
2017
A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
The Project
This phased development has increased Anfield’s seating capacity to 61,000—an addition of 7,000 seats.
The primary goal of this project was designed to preserve Anfield's legendary ambiance while enhancing the matchday experience with modernised facilities, including improved bowl seating, expanded concourses and upgraded hospitality lounges. A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
This phased development has increased Anfield’s seating capacity to 61,000—an addition of 7,000 seats.
The primary goal of this project was designed to preserve Anfield's legendary ambiance while enhancing the matchday experience with modernised facilities, including improved bowl seating, expanded concourses and upgraded hospitality lounges. A key feature is the relocation of the Family Park to an integral Fan Zone, the first of its kind in a UK stadium.
The architectural design reflects the owners' aim to maintain the historical four-stand configuration, capture the club's unique spirit and legacy and respect the Grade 2 listed Stanley Park setting. The project involves restoring and enhancing the lower tier, complemented by adding a brand-new upper tier.
The stadium is now entirely seated, incorporating safe standing rail seating with the flexible configurations to accommodate different leagues or cup competitions. Accessibility has also been a priority, with expanded wheelchair seating, dedicated entrances and new elevated bowl areas for disabled spectators and their companions.
The interior and graphic design resulted from a detailed visioning exercise. It provided a carefully considered interior design palette across all areas, developing the themes of the KSS-designed Main Stand. The Fan Zone, Brodies and The Founders Lounge are unique to the Anfield Road Stand and have their own distinct brands and identity
Our brand activation team has carefully curated storytelling opportunities to elevate the GA concourse areas, including the away fans' concourses. These outstanding designs evolve from the work completed on the Main Stand but are refined, specifically elevating the experience to that stadium area. These graphics celebrate Anfield’s rich footballing history, capturing legendary moments from iconic matches.
Key Hospitality Features:
The Founders Lounge – An innovative hospitality lounge that delivers a unique, high-end experience. Accommodating 150 guests, it offers exceptional dining options in a luxurious setting. The objective was to establish an exclusive arrival experience that leaves a warm and opulent first impression. Its modern design incorporates glass facades that showcase stunning views of the pitch, while the lounge's textures, colours and intricate details pay homage to the city's character and the club's heritage.
Brodies Lounge – A contemporary hospitality space that embodies the energy of matchdays at Anfield. It offers unparalleled views of Stanley Park and features large murals celebrating historic goals scored at the Anfield Road end.