Industry News

A 21st Century Sporting Experience

Following on from KSS’ key presentation on Anfield Stadium’s Main Stand at last year’s TheStadiumBusiness Design & Development Summit 2016, KSS release a case study on the internal transformations at the award-winning new Main Stand.

Official Opening

In September 2016, Liverpool FC opened its new Main Stand at Anfield Stadium to wide spread acclaim from both home and away supporters including former player Jamie Carragher.

Carragher said: “The first home game with the new stand, I was completely blown away. It was a ‘wow’ moment. I think what KSS did was make the best stadium in the world even better, and that’s some achievement.”

The capacity of the expanded stand has increased from 12,200 to over 20,500 seats, making it one of the largest single stands in Europe. The delivery of 4,500 extra hospitality spaces allows the Club to improve revenue from match day, and non-match day leisure and entertainment events.

Fan Inspired Design

Few football stadiums resonate more with their fans than Anfield, and the new concourses in the Main Stand celebrate Liverpool fans and their unique passion for their Club and City.

KSS’ design remembers the great moments that have taken place in the ground since the Club’s formation in 1892. Inspired by the City’s rich industrial and maritime heritage, whilst honouring the surrounding area, the materials, colours and typography reflect the local warmth and texture of the City.

Copper frames detailed with folds and riveted metal have been used in the bar and way-finding design ensuring an appreciation of all that has gone before, whilst creating a strong foundation that is progressive for the future.

An inset brass line on the lower concourse floor marks the line of the original 1892 northwest boundary to the ground, and original timber seats form new concourse seating areas, recreating the original Paddock and offering a permanent reminder of the 1906 Archibald Leitch grandstand.

The fan focused design themes are throughout the new and extensive entry-level hospitality facilities spread over three levels, with a number of the suites also offering stunning views out over the City. The 2,000-capacity Carlsberg Dugout spanning the length of the Main Stand is a particularly popular facility and one of the largest of its kind in the UK. It includes three long bars, street food stalls, comfortable seating areas and table football in a relaxed and informal environment for fans wanting the next step up from general admission in terms of comfort, but also the essential match day experience.

The Premier League’s VisitFootball Quality Assured Stadium Assessment Scheme developed in partnership with Live Tourism and VisitEngland ranked Liverpool Football Club No.1 forits overall fan experience for the 2015/16 season.

The Club maintained its top position in its half-season ranking in February this year, and currently await the results of the full season ranking in July.

Improving Engagement

The designs have propelled the Club into the 21st century with the new areas always in full use on match days, nurturing that sense of success that they were designed to reflect. Liverpool FC fans have been full of praise for the new concourses boosting engagement and setting the benchmark for a new stadium experience.

Image: Ruaraidh Gillies