Featured image credit: Oxford United
English Championship football club Oxford United has appointed creative agency 20.20 to create a unique identity and experience strategy for its proposed new 16,000 capacity stadium.
So far, 20.20 has completed extensive market analysis and trend research and engaged the local Oxford community via online surveys, in-person vox pops and in-depth interviews. The agency has worked with some of the world’s biggest football clubs in efforts to create successful matchday experiences, including Premier League trio Arsenal, Manchester City and Liverpool.
The plans to build a multi-purpose stadium on land known as the Triangle, near Kidlington, include a 180-bed hotel, restaurant, conference centre, health and wellbeing space, gym and a community plaza.
Working closely with United, 20.20 will seek to develop an identity that reflects the club’s modern and inclusive vision for the venue and incorporates its history and heritage, whilst also placing the guest experience at the heart of the venue.
“Our ambition is to build an Oxfordshire landmark which instils community pride whilst being accessible and inviting for all who visit,” said Adam Benson, chief commercial and marketing officer at Oxford United.
“We want fans and visitors to identify with the new stadium designs and are drawing upon real-life experiences to inform decisions. Moving from the Kassam to our new home in Kidlington will be a significant change. However, fans can rest assured the new designs will respect our heritage and club culture.
“20.20 has an excellent track record of creating meaningful brand identities and destinations that resonate with people. They have worked on some of the most exciting projects in sport, so they are the perfect partner to support our ambition of creating an internationally recognised, award-winning new stadium.”
In July, Oxford City Council backed United’s plans for what will be an all-electric stadium north of the city. The club already has a legally binding lease option with Oxfordshire County Council for the land.
In June, it emerged that United’s planning application for a new stadium will now be considered in early 2025, with the club “actively exploring” short-term provisions for the period between its Kassam Stadium lease expiring in 2026 and the new venue being ready.
The plans were submitted back in February, and the club had been hoping to move into the stadium by 2026. A decision had been expected by June 21 this year.
The appointment of 20.20 comes after United announced in June last year that AFL Architects, Ridge and Partners, Mott MacDonald and Fabrik would make up the team seeking to deliver the new stadium.
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