Our belief at Design Coalition is that these values deliver value to all our client investments.
Good design should complement the operational aims. These operational aims should be to meet the needs of our client’s customers and enhance the brand or business position within its chosen market place. Design has the power to enforce the projected values of the group or company.
With regard to the articulation of space; with the right input, focusing on attention to detail, the very volumes, use of materials, light and sound should make guests move in a certain direction, behave in a particular way and ultimately make the experience one that meets and exceeds their expectations.
More importantly, design can help establish or re-establish core values, enhance the experience and make the investment relevant.
Winning a competitive design tender for the FA at Wembley Stadium, Design Coalition were able to bring their knowledge of the hotel and leisure market in order to help redevelop the Club Wembley experience, and meet the demands of the unique patterns of trade for the stadium.
“Design Coalition were introduced to Club Wembley during the early stages of its investment programme to upgrade its portfolio of hospitality space. They secured the design commission for Club Wembley’s Three Lions bar by demonstrating real expertise and vision in converting a tired lounge into a new vibrant space that has been really well received by all who use it. Throughout the project development process, they have offered creative solutions and new thinking in areas of design, brand and execution. The team at Design Coalition became an integral partner to our development team such that the design template of the Three Lions has been rolled out to the opposite side of the stadium to create The Lioness Bar. There is no doubt that they are able to create great looking and vibrant spaces.” Peter West – Head of Capital Projects, The FA Group.
It is clear that the food and beverage sector is competitive and the players have to act wisely with all aspects of their business, such as procurement, resources and landlord deals. The edge for each venture can be the application of good design, ensuring the operational message is delivered and is relevant to lifestyle choices. Club Wembley had to raise its profile for renewed membership and compete with the commercial offers on its doorstep. Club Wembley is a premium space within the stadium bowl that had to do much more than provide functional space for drinks and dining for its members.
Through new design thinking for both the operation and the interior envelope, the aim was to encourage members to have a real sense of belonging and ownership to something unique yet recognisable; to be encouraged to arrive early to meet and relax, then stay after the event to dine and drink.
Can the design process bring more?
Through design team workshops it was clear more could be won from the right approach to brand for the offers within Club Wembley. The Three Lions could become a venue in itself, not just a concession to the main event but a bookable space, for say, a product launch, events evening or corporate entertainment.
Design workshops can have a galvanising effect on the whole team to review their expectation and approach, calling into question the perceived aspects of the operation as much as design intent and culminating in new thinking and fresh ideas. Once the direction and story of the brand is established, the team can go through all the disciplines with the same belief on the very same brief.
Working together with Ros Robinson on the Three Lions brand, DC brought design and operation together into a live brand for The FA Group, supporting guidelines for all aspects, from marketing “calls to action” to uniforms and even the principles for the operational team, to ensure everyone involved with Three Lions felt they belonged to something special, which in turn provided something special.
“Working with the team at Design Coalition was a pleasure; the transformation they brought to the Three Lions and The Lioness pubs at Wembley Stadium was innovative, on brand and most importantly very well received by our valued Club Wembley members.” Ros Robinson – Head of Club Wembley Development.
Images courtesy of Design Coalition
Share this