FORWARD ASSOCIATES / F3
“The new Tottenham Hotspur Stadium is
testament to the power of working together”
Ian Laurence, associate director, F3
each space a collection of walk-in, ungradable
experiences, the guest can change the pace of the day.”
This means a special occasion can be treated very
differently to an ordinary league fixture without ever
needing to leave the preferred tier of experience.
“The H Club has the mentality of a private
members’ club,” explains Westwood. “Rather than
being a guest, we wanted people to belong. We didn’t
want the concept defining the experience, so switched
things around to put the guest in charge.”
Forward Associates and F3 didn’t just work closely,
together they presented each phase of work to the
board of Tottenham Hotspur FC and even ended up
sharing an office – with four employees of Forward
Associates working full-time within the F3 offices
in Camden, London, to ensure the joined-up approach
continued right until the stadium’s grand opening
in April 2019.
“That may seem excessive, but the perfect guest
experience is the culmination of a great product,
impeccable service and a compelling environment.
It’s impossible for one company to do everything,
but rather than risk the club’s vision being diluted,
Forward Associates acted as the glue to ensure it
remained intact,” Westwood says.
This guardianship role led to Forward Associates
and F3 playing a much bigger part in the final build –
from the branding of concepts, to designing the
touchpoints to tell their associated stories.
“Building the perfect stadium is much like winning
a football match. You can have all the best individuals
but if they don’t work together, you won’t get the right
result,” concludes Westwood. n
This tiering approach was then mirrored in the
development of the interior design look and feel. In
tandem with Populous, who looked after the general
admission concourse areas, the team produced a
master palate guidance document.
This elevated the finishes at each step of the offer
while ensuring a common design thread. This meant
a consistent, high quality and familiar experience
regardless of tier.
They demarcated the floorplans, constructed the
business model and defined the guest experience. They
looked at how the spaces would operate, understood
the guest journeys and ensured each tier of experience
– and there are many at Tottenham Hotspur – offered
the optimal square meterage per person.
“Broadly, the more space the guest has, the more
premium the experience,” explains Westwood.
The two companies turned to the high street for
inspiration, calling on Westwood’s background within
the restaurant industry. This meant spaces were
designed to exceptional standards, with every step of
the customer journey mapped out for one consistent
and enduring story.
“From defining the correct volume of people for
each and every space, the circulation points and the
right service style for the concepts, we created
something unique. Our benchmark wasn’t other stadia,
but the high street.”
From more efficient working practices to a better
user experience, working in this manner also meant
“Tottenham Hotspur was looking to break the
mold. This meant the stadium needed to stand apart.
One way we did this was by ensuring all premium areas
offered multiple experiences,” Westwood explains.
This means guests, regardless of whether located in
the higher-population lounges, or in its most exclusive
concept, The H Club, are not limited to the same thing
“Even in the most luxurious spaces, venue fatigue
can become an issue,” says Westwood. “By building into
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FORWARD ASSOCIATES / F3
To learn more about this advertiser, visit
(Top) The H Club is Tottenham
Hotspur Stadium’s most
exclusive lounge offering
(Bottom) There are many tiers
of VIP hospitality and dining
options at the venue to cater
to all demographics
110 www.stadia-magazine.com Showcase 2020