This is Anfield
20 December 2016
Stadiums are the physical embodiment of a club with match-days filled with hope and anticipation, none more so than at Anfield, home to England's most successful team.
Opened in September, with a thrashing of Premier League champions’ Leicester City FC, KSS’ designs have created an experience that is authentically Anfield in a celebration of Liverpool fans and their passion for the club. Storytelling was essential to remember the great moments that have taken place in their ground since its formation in 1892 in the realisation of the internal spaces.
At the turnstile entrances illuminated liver birds cut into metal columns highlight an inset golden line to the floor which marks the historic northwest boundary wall – built before football was played at Anfield – and now legendary in itself. Super-size replicas of the famous Kop banners from over the years follow the fans journey from ‘Liverpool the Cream of Europe’, rumoured to be the first ever football banner, to a recent ode to Klopp.
Materials and colours are inspired by the surrounding suburb, whilst honouring the City’s rich industrial and maritime heritage where the red bricks used externally continue into the interiors providing warmth and texture. Copper frames detailed with folds and riveted metal have been used in the bar and wayfinding design ensuring an appreciation of all that has gone before, whilst creating a strong foundation that is progressive for the future.
One of the largest lounges of its kind is the Carlsberg Dugout lounge spanning the entire length of the redeveloped Main Stand. The 2,000-capacity sports bar recognises one of the longest standing sponsorship partnerships in football with three long bars, Scandinavian player graphics, table football areas and food ‘stalls’ in a relaxed and informal environment replicating the core essence and fabric of Anfield.
Incorporating the original timber seats to form unusual seating areas in the concourses recreating the previous Paddock tier offers a permanent reminder of the 1906 Archibald Leitch Stand some of which remains below the new structure. Artwork throughout takes inspiration from the scarves and flags held high when the Reds play, whilst the wall graphics reflect famous moments in the club’s renowned history.
The results heighten the fan’s match-day experience before and after games. As the largest social areas in the Stadium, the new spaces have fused together the culture of the club paying tribute to the supporters’ distinctive passion. KSS’ designs have proved very popular with Liverpool FC fans, boosting engagement, increasing spend per head and setting the benchmark for a new stadium experience.
