Anfield Hospitality

Liverpool Football Club

Truth

Liverpool FC have called Anfield home since the Football League was founded in 1888 – to many, it is hallowed ground. When the Premier League giants approached 20.20 to improve three of their hospitality lounges, we knew that we needed to design spaces that engaged fans each and every time they came home – whether to the occasional match or twenty plus times a season. Above all, Anfield needed spaces that truly rewarded fans for their commitment to the team.

Change

We created a suite of two sports bars in the Centenary Stand to celebrate two of the club’s most treasured managers, extrovert Bill Shankly, and master tactician, Bob Paisley. Storytelling was essential to the realisation of these spaces, and communicating Liverpool FC narratives throughout cemented their popularity with fans. In the Main Stand, we designed a premium hospitality space, The International, to engage guests and dignitaries with the club’s global achievements.

Success

+ Supporters are embracing the refit as a real investment into their match-day experience

+ Completely sold out ahead of the season

+ Guests now habitually arrive for match day 2-3 hours ahead of kick off.