Fulham have unveiled their glitzy plans for the New Riverside Stand at Craven Cottage.
The West London outfit have been in the process of revamping that part of the stadium for a number of years, with it originally due to open in 2021, but this has been hit by a series of delays.
It became part-operational in the summer of 2022, but tickets in the limited areas available cost upwards of £100.
And in new plans detailing what the rest of the stand will look like, Fulham have unveiled a new hospitality area full of glamour and lavish 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 swimming pool, with the hospitality area set to be one of English football’s priciest.
Fulham have unveiled their glitzy plans for the New Riverside Stand at Craven Cottage
The new hospitality area in the Riverside the will be full of glamour and several lavish features
The West London outfit have been in the process of revamping that part of the ground for a number of years, with it due to open in 2021, but this has been hit by a series of delays
The Sky Deck area will feature a rooftop swimming pool, with views overlooking the Thames
Fulham chairman Shahid Khan – whose NFL team Jacksonville Jaguars have a similar hospitality area – said it will provide a ‘premium experience that will be unlike anything in football’.
Three of the top floors of the new Riverside Stand will be designated to what will be called The Sky Deck, with that part set to feature various food and drink pop-ups, while offering views of the River Thames.
This will be available to luxury matchday experience ticketholders, who will also be able to take a dip in the pool.
The two Michelin star restaurants based there will be called The Gourmet and The Brasserie.
The Gourmet will include similar sights of London to the Sky Deck, offering indoor and outdoor dining, and a four course a la carte menu with champagne, fine wine and cocktails available.
Meanwhile, The Brasserie will have two options for customers, with views of the Thames and also the pitch provided.
The plans similarly revealed a new ‘intimate football experience’ called The Dugout, which provides fans with the chance to sit right behind the coaches, with the proposals adding it will give customers ‘immersive audio-visual technology’ while a bar will be available.
Those who undertake for the experience will be able to dine both indoors and outdoors
A CGI image of the hospitality that will be on offer at Craven Cottage, with views of London
Fulham revealed how two Michelin
The designs have been drawn-up by Populous, the same architects behind Tottenham’s new stadium and various 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 neighbourhood, with a destination that would continue to honour our history and tradition at Craven Cottage every day of the year.
‘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 match day 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, a senior principal 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 the offerings with new premium tickets are set to be rolled-out from the start of the 2024-25 season, with tickets set to go on sale on April 9.
Meanwhile, The Sky Deck’s scheduled opening comes in December, by which time the club say the New Riverside Stand will be fully operational.
While final prices for the hospitality area haven’t been confirmed, the plans come amid a wave of criticism for Fulham’s owners over recent times over soaring ticket prices.
For example, during their 1-0 defeat by Man United in December, fans were charged £160 for tickets, with junior prices rising as high as £80, leading to fans protesting.
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