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Liverpool Football Club

Claremont were appointed to create a new hospitality area from redundant office space within the Anfield stadium complex. The space provides a number of facilities including a new 230 cover family-friendly restaurant and bar, a refurbished entrance, customer reception and classroom. The ‘Boot Room’ sports cafe is open daily except on match days, where hospitality packages are available for fans.
Sector Leisure / Sport
Size 15,000
Location Liverpool
Design and Build Furniture Technology

We have been delighted with the work carried out by Claremont. From the first meeting, they demonstrated that they not only understood our vision but were also able to translate that into a world class solution for a world class football club. They have exceeded our expectations not only in the way they interpreted that vision and applied creative thinking about how best to approach the design of The Boot Room, but also in their outstanding service levels which have ensured the facility has opened on time and on budget.

Peter Shaw, Assistant Executive Director, Liverpool Football Club

The big idea

  • Create a multi-functional & family friendly spce
  • Maintain LFC’s brand identity
  • M&E services to avoid drainage issues within the stadium

Nailing the brief

Having successfully completed the fit-out of additional office accommodation for LFC in Liverpool city centre, Claremont were tasked with the design and fit-out of a sports cafe and bar in the newly vacated space within the stadium.

The design brief was based on a requirement to create a multi-functional and family-friendly environment in line with the LFC brand. The ‘Boot Room’ is a title synonymous with the history of the club, famous as the room where coaching staff would discuss tactics as well as being the place where the players’ boots were stored.

Claremont used this concept, together with the club’s strong brand identity to design a series of modern and welcoming spaces. Included in the brief was the creation of a new welcoming reception area and a ‘Reducate’ classroom which is used to hold workshops for children to help them improve their skills in the key areas of numeracy, literacy and ICT and to increase their confidence and self-esteem.

There are a series of booths around the perimeter, each identified by a different football boot and featuring television screens, enabling fans to analyse previous matches or discuss tactics. There is a less formal seating area adjacent to the bar and the Boot Room logo has been created using football studs on a feature wall, reminding people of the heritage of the club.

All the works were completed without disruption to match fixtures and with regard to the stringent regulations issued by the Football Licensing Authority.

Within the cafe, Claremont has installed a bespoke secure merchandising unit with counter and display units, allowing fans to purchase branded goods. The large commercial kitchen to support the restaurant required a complex mechanical services solution to cope with the ventilation and drainage issues within the stadium.

The final result

The conversion of office space into a revenue earning facility is an excellent use of space for the LFC business and the result has been well received by the fans. The strong ‘Boot Room’ branding that has been established allows LFC the opportunity to take this brand out into the marketplace and other venues to enhance their already strong identity.

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