Fulham have revealed their stunning plans for the new Riverside stand at Craven Cottage.
The west London team has been in the process of renovating that part of the stadium for several years, which was originally scheduled to open in 2021 but has been hit by a series of delays.
It partially came into operation in summer 2022, but tickets in the limited areas available cost over £100.
And in new plans detailing what the rest of the stand will look like, Fulham has unveiled a new hospitality area full of glamor and luxurious features.
Among the amenities on offer, those who opt for the experience will have views of the Thames, two Michelin-star restaurants and a rooftop pool, with the hospitality area being one of the most expensive in English football.
Fulham have revealed their stunning plans for the new Riverside stand at Craven Cottage
The new hospitality area in Riverside will be full of glamor and several luxurious features.
The west London team have been in the process of renovating that part of the ground for several years, due to open in 2021, but this has been hit by a series of delays.
The Sky Deck area will feature a rooftop pool, with views of the Thames.
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Fulham chairman Shahid Khan, whose NFL team Jacksonville Jaguars has a similar hospitality area, said it will provide a “premium experience unlike anything in football”.
Three of the upper floors of the new Riverside Stand will be designated for what will be called The Sky Deck, and that part will feature several food and drink pop-ups, while also offering views of the River Thames.
This will be available to ticket holders for a luxury match day experience, who will also be able to take a dip in the pool.
The two Michelin-starred restaurants that will be located there will be called The Gourmet and The Brasserie.
The Gourmet will include views of London similar to those on the Sky Deck, offering indoor and outdoor dining, and a four-course a la carte menu with champagne, fine wine and cocktails available.
For its part, The Brasserie will have two options for customers, with views of the Thames and also the countryside. provided.
The plans also revealed a new “intimate football experience” called The Dugout, which gives fans the opportunity to sit directly behind the coaches, with the proposals adding that it will provide customers with “immersive audio-visual technology” while a bar will be available.
Those who undertake the experience will be able to dine both inside and outside
A CGI image of the hospitality that will be offered at Craven Cottage, overlooking London.
There will be two Michelin-starred restaurants available for dining: The Gourmet and The Brassier.
The designs have been drawn up by Populous, the same architects behind Tottenham’s new stadium and several other entertainment venues, including the Sphere in Las Vegas.
The designs have been drawn up by Populous, the same architects behind Tottenham’s new stadium and several other entertainment venues, including the Sphere in Las Vegas.
Speaking about the plans, Khan added: “My vision for the new Riverside stand was to provide our fans and our neighborhood with a destination that would continue to honor our history and tradition at Craven Cottage every day of the year.
“In short, today is not about finally being able to offer a higher level of hospitality options that have essentially not been available to Fulham fans until now.
“This is about delivering the best match day hospitality experience in the world, which will also benefit the promise and long-term future of Fulham Football Club. The new Riverside stand at Craven Cottage will make this possible.”
Philip Johnson, senior director at Populous, also said: “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.”
The Dugout experience and new premium ticket offerings will roll out from the start of the 2024-25 season, with tickets going on sale April 9.
Fans who enjoy the experience will witness views of the London skyline.
Riverside’s new stand, partially operational, with tickets costing over £100
Fulham chairman Shahid Khan said the new Riverside stand would give fans a “premium experience unlike anything else in football”.
Meanwhile, The Sky Deck’s scheduled opening takes place in December, by which time the club says the New Riverside Stand will be fully operational.
While final prices for the hospitality area have not been confirmed, the plans come amid a wave of criticism of Fulham’s owners in recent times over rising ticket prices.
For example, during their 1-0 defeat to Man United in December, fans were charged £160 for tickets, with junior prices rising to £80, leading fans to protest.
Marco Silva’s side are currently 12th in the Premier League, and the Cottagers are set to secure their third consecutive top-flight season since promotion in 2022.