This means more: Our relationship with Liverpool Football Club

By Will Morris

Date

14 March 2025

Read length

4 min

Liverpool Football Club are a global behemoth and one of the world’s most widely recognisable sporting institutions. Reborn under the leadership of Jurgen Klopp they are competing at the forefront of English and European football once more. From Shankly to Slot, Dalglish to Salah, the club is built upon a rich history of legendary figures with a culture forged from the city’s working class roots.

With a reputation like this there is a certain standard that must be met both on and off the football pitch. Claremont’s relationship with Liverpool spans over a decade covering a variety of projects across office spaces, training grounds, retail spaces, and of course Anfield itself.

Liverpool City Centre Relocation

Intent on bringing all commercial operations together in one home, Liverpool tasked Claremont with transforming their new 28,000 square foot home in the heart of Liverpool city centre.

With the challenge of relocating several smaller offices into one central office Claremont completed the interior design, fit-out, provision and installation of furniture, together with the audio visual package over a 16-week programme.

Capturing the history of the football club was essential throughout the space with club legends and the iconic red of the clubs home kit representing the inspiration for much of the design. The final space delivered everything Liverpool needed over three floors providing open plan offices, a TV studio and shower and changing facilities for players and guests.

The end result? A space fit for the Egyptian King himself.

The Boot Room

Having successfully completed their move into the city centre, Liverpool turned to Claremont to complete the design and fit-out of a sports cafe and bar in the newly vacated space within the club’s Anfield home named after the clubs iconic ‘Boot Room’.

The Boot Room represented a culture of continuity, where ideas and values were passed down through generations of Liverpool managers, starting with Bill Shankly, and later became synonymous with Liverpool’s dominance of English football in the 1970s and 80s. The brief therefore became creating a multi-functional and family-friendly environment that lived up to the reputation of its namesake.

Claremont delivered this and more. The newly developed space included a new reception area, a ‘Reducate’ classroom, booths with television screens, café style seating, a bar area, a bespoke secure merchandising unit, and an iconic Boot Room logo which was created using football studs on a feature wall. The fit-out of a large commercial kitchen required a complex mechanical services solution to cope with the ventilation and drainage challenges within the stadium.

The final product was a transformed, 15,000 square foot, multifunctional hospitality space for the Liverpool supporters to enjoy and take the fan experience to the next level.

VIP Lounges

With the ever-increasing popularity of the Premier League on a global scale Liverpool, like all Premier League clubs, face a continual demand from supporters to provide the ultimate matchday experience that stretches beyond merely what happens on the pitch.

Following a number of improvements and refurbishments made to Anfield, Liverpool tasked Claremont with modernising a number of VIP lounges.

With the job requiring completion within strict deadlines between football seasons, Claremont showed their superiority with high quality and professional programme management that enabled completion of the job to take place over just 9 weeks.

Claremont’s work saw the lounges overhauled taking them from a dated space not in line with what the club was after to a re-energised space packed with bespoke details capturing the essence and spirit of the club. Custom digital wallcoverings showcase specially commissioned artwork, iconic moments in Liverpool’s history, and famous quotes, ensured the Reds’ story was brought to life in every corner.

The project included new finishes throughout, new flooring and a host of bespoke features. The fit-out was integrated with new mechanical and electrical systems across three rooms, including lighting, air conditioning and audiovisual systems.

Main Stand Hospitality Lounges

In 2016, Liverpool unveiled their redeveloped 20,500-seater Main Stand. The development provided an additional 8,500 seats transforming it into one the largest stand’s in European football.

The new stand represented a state-of-the-art construction and required facilities of the same standard. Once more Liverpool turned to Claremont to provide a comprehensive FF&E package. Claremont delivered all of the furniture, fixtures and equipment across the new stand’s hospitality lounges, private boxes, press areas, medical and changing facilities and areas for match day staff. Tasked with delivering the original £3m specification on a reduced £1.5m budget, Claremont navigated build delays and time constraints to complete the project on time. The result is a premium hospitality space that defies convention, brought to life through meticulous design and high-end finishes. A man-of-the-match worthy performance from our team.

Hospitality Lounge at Anfield, Liverpool

Our sporting expertise

Our work in the sporting industry stretches beyond just the red side of Merseyside, we have also worked with their blue neighbours, Everton, to transform their city centre offices housed inside the iconic Liver Building. Our work with The Professional Footballers’ Association is another great example of our commitment to bring the ‘beautiful game’ to life.

Our portfolio also includes work with global sports betting giants Flutter and FanDuel. Operating at the intersection of fan engagement, data analysis, and high-stakes decision-making, our Destination Office transformations for both brands were real gamechangers.

Check out all our other eye-catching case studies here!