Fulham has unveiled details of new premium spaces as part of the redeveloped Riverside Stand at Craven Cottage, with the club seeking to offer the “best matchday experience in English football”.
Seven different premium matchday experiences will be available within the Riverside Stand, including Sky Deck, The Gourmet, The Brasserie and The Dugout.
Sky Deck will make up the top three floors of the stand and will offer a range of social settings alongside experiential food and drink pop-ups, as well as a swimming pool. The rooftop level will offer sweeping views across the River Thames and London’s skyline.
The Gourmet will offer fine dining inspired by Michelin Star chefs at the Water’s Edge restaurant. The Brasserie will also offer Michelin Star dining and give fans the chance to sample the open-air riverside terrace on one side, and luxury seats on the halfway line of the pitch on the other.
The Dugout will place fans directly behind the coaching staff, as close to 3.5 metres from the touchline. Before or after the match, fans can visit a bar offering food and drink, enabled with immersive audiovisual technology.
The experiences will be available for fans to purchase from April 9. The Dugout, along with Fulham’s Matchday Plus premium general admission ticket offering, will open in line with the start of the 2024-25 Premier League season. The remaining Riverside experiences, including Sky Deck, are scheduled to open in December.
The design of the new Riverside Stand was led by Populous and the project was undertaken in collaboration with a team from global engineering firm WSP. The fit-out of the new stand supported 2,750 jobs.
Fulham chairman Shahid Khan said: “My vision for the New Riverside Stand was to provide our fans, and our neighbourhood, with a destination that would continue to honour our history and tradition at Craven Cottage every day of the year, but especially so on matchdays with a premium experience that will be unlike anything in football, here in London or elsewhere.
“In short, today isn’t about finally being able to offer a higher standard of hospitality options that have essentially been unavailable to Fulham supporters until now. It’s about offering the ultimate matchday hospitality experience in the world that will also benefit the long-term promise and future of Fulham Football Club. The new Riverside Stand at Craven Cottage will make it possible.”
Philip Johnson, senior principal and lead architect for the Riverside Stand at Populous, added: “Our vision for the new Riverside Stand at Craven Cottage was to create a unique experience that has not been seen before, whether in the context of football or beyond.
“It’s a privilege to bring this innovative design to life, with amazing spaces set to house incredible experiences for fans and guests and a world-class terrace that will drive the atmosphere in the ground, all set in a unique location on the banks of the Thames. This project demonstrates new ways of designing individual stands, and we are proud to be part of the club’s next chapter.”
Fulham commenced work on the new Riverside Stand in the summer of 2019. The lower tier of the stand opened for the 2022-23 season.
