AFL Architects | Hospitality Spaces - Birmingham City F.C.
Press enter to search

Hospitality Spaces - Birmingham City F.C.

← Back to projects

We had the pleasure of facilitating the creation of a series of innovative hospitality upgrades at Birmingham City FC, collaborating with interior designers Spaceinvader and fit-out specialists Dawnvale. Our role was to facilitate the realization of a vision that would redefine the matchday experience, combining thoughtful design with strategic spatial transformations. The result is a collection of dynamic spaces that balance functionality, aesthetics, and a stronger sense of community, enriching the fan experience across multiple areas of the stadium.

View

Box2Box Bar

Once an underutilized void beneath the lower-tier seating bowl, the Box2Box bar has undergone a remarkable transformation. The space was opened up by removing walls and adding new access points, turning it into a vibrant fan hub.

Featuring a long, open concourse with a central bar equipped with 13 till points for swift service, Box2Box accommodates hundreds of fans. Bespoke seating areas and a stage for live entertainment contribute to the lively atmosphere, while the transformation provides a new revenue stream for the club. This upgrade has successfully enhanced the matchday experience, making it a central gathering point for supporters.

View
View
View

The Boardroom

The Boardroom has been reimagined as a cohesive and flexible space, previously divided into three smaller rooms that limited natural light. The area was stripped back to its core and expanded with mezzanine structures, creating three private rooms alongside a spacious main area.

A striking oval bar, featuring a scalloped marble surface and halo lighting, sits at the heart of the space, complemented by bespoke seating arrangements like booths and banquettes. The redesign has elevated the Boardroom into a premium hospitality venue that offers versatility for a range of events, from matchday functions to intimate gatherings, blending elegance and practicality.

View
View

Sponsors Lounge

Formerly known as the Legends Lounge, the Sponsors Lounge has been redesigned to enhance both capacity and atmosphere. The space was expanded with a suspended slab, creating additional seating areas.

Banquette seating bays illuminated by integrated neon lighting and immersive features like TV screens wrapping around structural pillars and LED-lit ceiling banners enrich the space. A mirrored bar and elegant furnishings create a modern yet functional environment, offering a dynamic setting for sponsors and guests to enjoy throughout matchdays.

View
View
View

City View

Located in the opposite stand, City View presents a fresh approach to hospitality design. By removing partitions that previously divided the skyboxes, the space was transformed into a long, open-plan lounge.

The contemporary bar, situated as the focal point, offers unobstructed views of the pitch, enhancing the guest experience. With its thoughtful design prioritizing both operational efficiency and a welcoming atmosphere, City View caters to a diverse range of audiences, from corporate clients to dedicated fans.

View
Share

Related Projects

AFL Architects Rizhao Sports Campus 2

Rizhao Sports Campus

Rizhao, China
Sports & Leisure
Read More
AFL Architects Peter Mokaba 5

Peter Mokaba Stadium

Polokwane, South Africa
Sports & Leisure
Read More
AFL Architects Clayton Wood Training Facility 1

Clayton Wood Training Facility

Stoke-on-Trent, UK
Sports & Leisure
Read More