Fulham Football Club has unveiled an extravagant new Riverside Stand that offers a luxurious hospitality experience more reminiscent of a five-star hotel than a conventional football environment. Season tickets reach upward of £3,000, and the stand features a Michelin-star menu, rooftop pool, and stunning views of the River Thames. Designed by architect Phillip Johnson, the focus has shifted from the pitch to surrounding aesthetics, catering to elite expectations rather than the conventional football fan. The stand will also operate as a private members' club on non-match days for local residents.
"Usually when you build a new stand you try to maximise the view of the pitch. The Riverside Stand switches the focus to the river."
"We thought way less about the average football experience. The design of this is much more similar to world class hotels, cruise ships or restaurants than anything in football."
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