The DesignTonic team are huge sports fans so, whenever we’re asked to work our design magic on a Stadium or Training Ground, we’re all over it!
Over the years, we’ve been lucky enough to design and deliver a range of interiors for some of Leeds’ biggest Stadia - from the mighty Elland Road and its Thorp Arch Training Ground to the heritage-packed Emerald Headingley Stadium.
More recently we’ve travelled further afield, stamping our unmistakable DesignTonic mark on Old Trafford with a multi-purpose corporate box for Adidas Football and Get Savvy that effortlessly combines top-class hospitality with functional space for ad-hoc meetings and head-down work.
Experience is key
When it comes to any kind of sport, we know it’s all about the experience for fans, whether they’re on the terrace or in a box.
We also know that, when fans are paying a premium to elevate their matchdays, they’re looking for something exceptional in return - from the moment they arrive to the second they leave.
And we know that what surrounds them while play is underway is one of the most important elements of all.
So here, we’ve distilled all our design knowledge from the various projects we’ve done into one recipe - the perfect interiors ingredients to create a winning Sports Hospitality suite that’s sure to result in some very happy corporates.
DesignTonic X YCCC, The Hawke Suite
The Lap of Luxury
Of course, this is what suites and boxes are all about - following the highs (and occasionally, the lows) of what’s happening on the pitch, cosseted all the while in the absolute lap of luxury.
And, because many corporate boxes are used as much (if not more) for entertaining/impressing the box holder’s clients as they are for the enjoyment of a beloved team, it’s essential that they exude exclusivity and prestige, elevating the box holder’s reputation and brand to new heights in the eyes of their invitees.
So, when it comes to choosing two key words to guide the design of any winning stadium suite or box, we have to go with “luxuriant” and “indulgent”.
How do we achieve this?
A Fabulous Fitout
High-end finishes, top-quality materials, the plushest of fabrics and attention to the smallest details are the name of the game.
Leather is a wonderful option for seating, being durable enough to withstand copious use and with a patina that only gets better with age, while soft velvets allow for the introduction of jewel-tones that lend a pop of colour alongside tactility.
For sports stadia with strong heritage, like the Emerald Headingley Stadium, our picks consisted of timeless choices - rich walnuts, bronze detailing and curvaceous seating in soft-yet-durable fabrics.
Meanwhile, in the state-of-the-art setting of Old Trafford, the interior we created for Adidas Football and Get Savvy exudes modern comfort - from the Tom Dixon pendants to the custom-built, three-stripe showcase wall; the stylish modular seating to the high, padded stools with their prime view of the action outside.
DesignTonic X Leeds United, South Stand Boxes & Viewing Gallery
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A carefully considered layout
When it comes to the layout of any suite or box, flow and function must go hand in hand.
To create a luxe vibe, it’s key to maintain real spaciousness with a floorplan that can comfortably accommodate a reasonable number of guests and allow room for easy movement and comfort throughout.
Plus, you need well-defined areas for different actions - socialising, dining/ drinks and watching the game.
In the contemporary setting of LUFC’s South Stand boxes, individual boxes (each with their own bar and buffet space) open onto an open viewing gallery, which provides fans with an authentic terrace atmosphere that’s safe from the English weather.
To preserve the feeling of flow throughout the space, we’ve run the same colourways and strong LUFC branding through all areas, with plush, tiered-height seating in the viewing gallery that ensures all punters get a fantastic view, whether they’ve grabbed a frontline seat or not.
DesignTonic X Leeds United, Elland Road Media Suite
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The right sounds
Sports events can be noisy in ways that don’t exactly facilitate crucial networking conversations, so acoustic comfort is another key element to a great Sports hospitality environment.
Think strategic placement of speakers, great sound insulation and sound-absorbing materials to control sound levels and foster the right kind of relaxation and enjoyment for both hosts and visitors to corporate boxes.
A fabulous way to combine effective acoustic function with the ultimate in design form, we’re huge fans of the range offered by our friends at Agile Acoustics.
From the hanging baffles we incorporated into the interior of YCCC’s Hawke Suite to the full, branded baffle roof they custom-created for our redesigned Media Suite at Elland Road, their Class-A range offers best-in-class sound absorption with super-stylish looks.
DesignTonic X YCCC, The Hawke Suite
Superior Sporting Style
When it comes to designing Sports Hospitality spaces, as well as being uber-luxe and plush, the style needs to be a cohesive part of Sports Team Brand.
We’re talking sleek lines, dynamic imagery and materials that pay homage to the sport, the stadium and their heritage - from the strongly visual Club logos that tie our Leeds United spaces together through the classic finishes we picked for the Emerald Headingley Stadium to the vital vertical woodwork that sets off the Adidas Football/ Get Savvy space in the “Theatre of Dreams”.
And, in certain spaces, it’s not just the Club’s brand that needs to be on show.
Reflective of their leading sponsorship partnership with Manchester United, the Adidas Football box carefully blends instantly recognisable elements of both these brand behemoths, from the bespoke cabinetry through the display spaces to the logo visuals that adorn the entry.
DesignTonic X YCC - The Long Room
Fantastic (Multi)Function
And we mustn’t forget that these spaces benefit hugely from a design that allows for more than one simple function - a scheme that makes them the utility players of the Stadium’s interior.
At Old Trafford, our corporate box layout was created with consideration for the client’s changing needs, with a cosy corner space that can host matchday chats and informal networking as easily as it can on-site meetings and ad-hoc work time for Adidas or Get Savvy employees visiting the Club.
And, for the ultimate in brand adaptability, our scheme also includes a digital screen system that allows for easy and instant updating of the brand message on display - so it’s always aligned with Adidas Football/ Get Savvy’s specific needs for each match or meeting.
In the South Stand boxes at Leeds United FC, modern tech is used to enhance the guest experience, with large video screens to catch replays, access additional content and keep guests engaged during breaks in the game.
DesignTonic X YCC - The Long Room
And the interior we designed for The Long Room at the Emerald Headingley Stadium uses zoning, a key tool in our interior design arsenal, which uses impermanent elements like bespoke dividers and mixed flooring to create compartments that can be quickly and easily reconfigured to suit YCCC’s needs.
This gives YCCC the ability to transform this expansive, 350-capacity area from a matchday space into one that serves any number of functions; from conference room to classroom; dining area to events room - offering a whole range of additional revenue streams that makes the Club as happy as its corporate clients.
So what makes a great corporate hospitality suite in a sports stadium?
It needs to provide a premium experience for corporate clients; one that blends the utmost luxury, comfort and style with an enhanced matchday experience.
It should align with the brand image, both of the Club and, in the case of boxes particularly, with that of the box holder.
And it should offer multiple functional options - in terms of practical usage for the corporate users and/or for the Club’s revenue earning opportunities.
