Our long-standing partnership with Wembley Stadium has entered an exciting new chapter with the recent revitalisation of the Level 1 and Level 5 concourses. This project embraced a holistic ‘turnstile to seat’ strategy, establishing a new spatial hierarchy and environmental approach designed to elevate the fan experience across a diverse range of events, from world-class football matches to sold-out concerts.
This initiative marked the first large-scale rollout of the new Wembley brand, delivering a fully integrated and enhanced General Admission (GA) experience that expresses a cohesive and recognisable visual identity. A central pillar of our design was flexibility, particularly within concession areas empowering visiting brands to tailor the GA concourse and create unique, immersive experiences for fans.
Extensive research into Wembley’s renowned event history informed both the concession naming strategy and the graphic design language. In tandem, we carefully mapped and analysed user flows, ensuring that fans can effortlessly explore and enjoy food and beverage offerings throughout the stadium, all in anticipation of the unforgettable moments that define an event at the iconic Wembley.
“Not only have you created a visually stunning concourse, but you have also managed to reflect the spirit and essence of Wembley Stadium itself. The design pays homage to the stadium’s rich history while embracing a contemporary aesthetic.”
Paul Scannell, Head of Hospitality, Wembley Stadium