The Flag

CONCEPT CREATION, Brand Design, Interior Design, interior design management, storytelling/propping

The Grade II listed Johnny Haynes Stand on Stevenage Road is one of the finest remaining examples of acclaimed sport ground architect, Archibald Leitch. The opportunity – to convert the former press/staffing room into a one of a kind, fan aligned real ale bar to showcase key events during the clubs history – a space that would tell the story of London’s original football club.

During discussions with Fulham F.C. and its core fanbase, the need for a true, historical club themed real ale bar was highlighted to compliment the contemporary style of the new Riverside Development.
Strip out the space to reveal the original fabric of the stand to discover architectural gems such as iron work, brickwork and previously hidden windows. We then applied memorabilia and artworks from the clubs history.
Having agreed on the new interior look & feel, drawing packs and cabinetry drawings, we managed the design and build phase to deliver our sympathetic vision on time and on budget.
Through analysis, we introduced a forgotten Fulham tradition of flying team flags in the order of the league positions on a matchday. We reintroduced this concept with our own contemporary league.