St. James’ Park open two new hospitality destinations with creative design studio 20.20

Newcastle United Football Club has teamed up with creative experience agency 20.20 to launch two stunning high-end hospitality suites at its iconic St. James’ Park stadium.

The Magpies selected 20.20 due to the company’s two-decade-long expertise as an experience agency, during which it has worked with the great and good of elite sport to engage fans by improving fan experiences.

Inspired by legends

Located at the Leazes End of St. James’ Park, ‘Wings’ is a new premium suite that is inspired by the idea of a Magpie watching the team soar to great heights – as much as it is a celebration of the club’s legendary wingers on the pitch.

20.20 developed a new concept, new brand, and new interiors to deliver a much-improved experience for fans on a match-by-match basis.

The branding, based on the rich colours found in a magpie’s plumage and a geometric interpretation of the bird’s silhouette, is unique, eye-catching and full of personality.

The interior layout is divided by a curved staircase leading up from the dedicated entrance, creating a two-in-one restaurant with 400 covers, with guests able to book from a selection of small, large and banquette tables.

The material palette is made up of warm timber and natural finishes, grey concrete and brick textures and contemporary lighting; different flooring finishes are used to create differentiated dining zones for guests.

Raising the roof

‘The Rooftops with Fenwick’ is a sophisticated top-floor lounge with full VIP experience and is the second space at the stadium to be re-conceptualised by 20.20.

A sophisticated top-floor lounge with full VIP experience, the brand and concept of the space were inspired by truly unique double aspect views across both the pitch and the city, with fans’ voices from the stands emanating out across nearby rooftops.

Rooftops seats just 150 people and has a high-end tasting menu to match the luxurious interiors.

Guests arrive into the space via a dedicated members’ lift; stepping out into an atmospheric lounge high in the eaves above the famous Gallowgate End, with first-class views over the pitch and stadium.

The centrally-placed bar invites guests into the space, and a mix of seating encouraging social interaction, with larger groups on long banquettes and smaller groups either midfloor or on loges overlooking the pitch.

The logo uses traditional English typography with a modern twist; the interior palette is made up of walnut timber, natural tones and rich blues, with brass detailing throughout; black marble tabletops and custom lighting above the bar totally transform the space.

In Rooftops, 20.20 has simply created the optimum of what luxury dining in a stadium could be for this iconic UEFA Champions League club.

Jon Lee, Creative Director of 20.20 said:

A perfect team partnership has helped to deliver two exceptional new experiences at St. James Park. Rooftops delivers an outstanding fan experience that will change the direction of hospitality at St. James Park, while Wings is a unique new offer allowing a match day experience that fans will fall in love with. Great work can only be delivered by a great team effort – including our appointed specialist contractor, Robertson, and the brilliant team at Newcastle United.

Peter Silverstone, Chief Commercial Officer, Newcastle United, said:

We are driven by the highest standards at Newcastle United and working with 20.20 was a simple decision. 20.20 took time to understand the Club, its fans and our heritage, and they delivered original thinking into two exceptional concepts that have raised the bar at St. James’ Park.

Sports Venue Business (SVB) has been responsible for the organisation and delivery of ALSD International – from venue selection & contract negotiations, to sales & marketing, programming & logistics – on behalf of the Association of Luxury Suite Directors from its inception in 2018.

Moving forward, SVB has unveiled a series of networking events and webinars, an exclusive subscription-only ‘Global Report’ outlining New Builds, Renovations & Major Refurbs, and the SVB LIVE (Live Industry Venue Experience) event, an annual conference & exhibition focused on the delivery of optimised ‘live’ experiences and venue commercialisation.

#SportsVenueBusiness – The leading platform for sector news, views & developments

#SVBLIVE – Networking & bringing the Live Industry together to share insights & innovations