When it comes to designing out-of-this-world Sports Hospitality interiors, there’s no room for a “one size fits all” approach.
Every sport has its own unique fan base with their own unique expectations; every ground its own heritage, history and culture.
In the first five project-packed years of Design Tonic, we’ve been fortunate enough to design and build winning hospitality and stadium spaces for some of the biggest sporting names in the North, moving from the football fervour of the mighty Elland Road and MUFC’s Theatre of Dreams to the cherished heritage of Yorkshire County Cricket Club’s Emerald Headingley Stadium.
And more! Explore our sports hospitality projects here
We’ve created all kinds of environments - from media lounges to broadcast suites; player changing and family breakout rooms to branded bars.
And we’ve delivered a whole range of sports hospitality interiors; those premium spaces that enhance fan experience and corporate revenues alike.
Along the way, we’ve discovered that, while every stadium, club and space is different, there are elements of the psychology of fan engagement that remain relevant no matter the sport, league or level.
So what design tactics do we turn to for a winning aesthetic in our sports hospitality interiors?
Here are our top three…
Design Tonic X YCCC, The Hawke Suite at Emerald Headingley Stadium
Sports Hospitality Spaces need Emotional Resonance…
For sports fans, match days are an emotionally intense experience - and a space designed for hospitality should have the ability to evoke the most positive emotions at its core.
A well-designed space should offer a seamless blend of the passion of the game with the comfort, luxury and allure of hospitality.
It should reinforce and enhance all the other elements that make an exceptional VIP matchday experience - great service, great food, great seats.
And it should have a strong sense of identity and story, looking and feeling recognisably part of the Club and community and making play with nostalgic moments, triumphs and legends in a way that creates connection for fans without alienating less partisan VIP guests or away-day corporates.
Since it opened in 1890, Emerald Headingley Stadium has been the home of Yorkshire County Cricket and reverberates with a legacy that’s seen it host countless winning matches, Ashes Tests and even music concerts.
Inside, we were thrilled to redesign key hospitality suite “The Hawke Suite” (named for founding benefactor, Lord Hawke), with a brief to bring all that heritage and history to bear - but with a vibe that’s both opulent and subtly modern.
Design Tonic X YCCC, The Hawke Suite at Emerald Headingley Stadium
To do this, we incorporated plenty of plush, luxuriant seating in rich teals and timeless greys - from cosy lounge chairs and cosseting tub seats to custom-built curved banquettes perfect for a convivial pre or post match get-together.
Working alongside the classic architecture of the existing marbled pillars, we brought warmth and tactility into the scheme with honeyed, walnut-toned woods and polished brass finishes for an up-to-date twist on the traditional.
Polished wood parquet and deep pile carpet flooring handle footfall with luxe resilience, while a whole wall of bespoke panelled cabinetry allows the space to be easily reconfigured, while concealing copious storage.
And, in tandem with the classic-yet-contemporary feel and soft use of Club colours, YCCC’s story is kept front of mind throughout, from the gold-leafed honour boards to Lord Hawke’s portrait, watching benevolently over proceedings from a spot to the side of the bar.
“…The turnaround for this project has been nothing short of remarkable and the quality of the fitout even better. Everyone who has been in the Hawke Suite today (ECB chairman and VIPs, the Club CEO, former players, Club president and Club guests) have all been astonished at the transformation – thank you! We’re really proud to show it off… this is our first international of the summer and more guests, VIPs, people in general will come throughout the year – we can’t wait to host them.”
Sam Hinchliffe, Head of Operations at YCCC
Design Tonic X Savvy for Adidas at Old Trafford, Manchester United
Sports Hospitality Spaces should showcase Story and Identity
One of the most fundamental aspects of sports hospitality design is aligning the interior with the Club's identity and branding.
Hospitality spaces should exude the team’s spirit, colours and symbols - albeit in a way that’s more aesthetic than brash - and make use of iconic elements from the Club’s history and achievements to foster a strong sense of belonging and pride for paying VIPs that helps to entice them away from the excitement of the terraces into the luxury of the boxes.
And careful consideration should be given to the potential use of each space, with stronger markers of identity in areas like corporate boxes than might be used in more multi-purpose zones, allowing those areas to be put to revenue-generating use outside of matchdays.
When our friends at Savvy brought us in to design and build a corporate box for Adidas at Old Trafford, the first thing on the looks list was bold branding.
This one-of-a-kind space is for match days and meetings, so our brief was to bring in the colours and logos of both the Club and Adidas themselves and, being a Design Tonic space, we of course kept the whole feel uber-stylish!
Design Tonic X Savvy for Adidas at Old Trafford, Manchester United
Within timber-clad walls in on-brand black, our talented team incorporated bespoke media storage, as well as custom display zones (one shaped like the Adidas logo, no less!) for memorabilia; showcasing signed shirts and trainers in their best light.
Warm wooden flooring provides the perfect rich contrast to the dark walls, with luxe seating options throughout - high tub chairs providing perfect pitch views, with more grouped around the big screen for downtime and meetings, while comfy, low-level seating offers the ideal spot for refreshments and post-match analysis!
Our favourite touch? It’s got to be the colour-changing lights. With the ability to transform the whole space with the touch of a button, these are a brilliant way to enhance the match day mood - and yes, for those Man United fans among you, of course there’s a red setting…
Design Tonic X Leeds United at Elland Road
At Elland Road, Leeds United’s South Stand boxes and viewing gallery were definitely ripe for a rethink when we were brought in to work the Design Tonic magic.
This is an iconic premium match day space, with fantastic views from right behind the goal and a strong community feel as VIP Leeds fans rub shoulders and share stories.
Still featuring decor that harked back to the Club’s older glories, we transformed this area into a moody, industrial entertaining space, with plenty of unmissable logo action and full wall murals celebrating historic and more recent successes equally.
Now, each box has its own bar and buffet space, while the dark background of the viewing stand lets the large Leeds logos stand proud, and offers no distractions away from where those eyes should be - firmly on the pitch!
Design Tonic X YCCC, The Long Room at Emerald Headingley Stadium
Sports Hospitality Spaces should play in more than one position…
No sports hospitality space should be used only on match days.
These key revenue generators unlock fantastic potential for Clubs to diversify and elevate their offerings and drive better financial sustainability, with new audiences and events coming from the wider community and beyond to enjoy a premium experience that’s rooted as much in the Club as it is in the local culture.
The key to unlocking these money-making opportunities lies in versatility.
Like your best utility players on the pitch, your interiors need to excel in more than one role.
Back at Emerald Headingley Stadium, Yorkshire County Cricket Club brought us in to bat again to modernise and transform their vast banqueting suite, The Long Room, into a stylish, multifunctional space that can cater to a wide range of different functions.
This was no simple brief either.
As with The Hawke Suite, we had to respect, preserve and showcase YCCC’s history and heritage throughout.
With capacity for 350 people per event, every material chosen has to deliver on both style and durability.
And we had to maintain the plush, luxury feel expected of top-class hospitality alongside providing the maximum of versatility - allowing YCCC to reconfigure for different types and styles of event as quickly and easily as possible.
How did we do it?
First, we created multifunctional zones, separated by bespoke display dividers with inbuilt lighting for drama.
Delineating different spaces with mixed flooring - hard-wearing tiling for the bar, plush carpet for the lounge area - copes with heavy footfall, keeps things feeling opulent and allows for complete flexibility.
And a strong visual colour palette brings in club colours and plenty of contemporary style, and is echoed across walls, bar area and high-end-furnishings for a completely cohesive feel.
The result? An effective, impactful refurbishment that feels equally luxurious whether it’s packed with matchday VIPs or wedding guests.
And we’re delighted to say that YCCC were bowled over!
