Is craven cottage a football club or a luxury spa? Questions arise..

The redevelopment plans for Fulham stadium, particularly the Riverside Stand, are aiming for a luxurious and innovative experience that blurs the lines between a football club and a high-end spa. The chairman, Shahid Khan, envisions the new stand to be a unique destination for fans, offering premium matchday experiences unlike anything seen in football.

The Riverside Stand, closed off for renovation in 2019, has seen progress with the lower tier opening to the public in 2022, and the upper tier now completed and set to welcome supporters starting the 2024-25 season.

Khan emphasized his vision to honor the club’s history and tradition while providing a premium experience, especially on matchdays. The stand offers seven matchday experiences, including a “Sky Deck” rooftop with views of London and the Thames, complete with food and drink options. Notably, images reveal a rooftop swimming pool.

Among the experiences are two Michelin Star dining options, “The Gourmet” and “The Brasserie,” each offering unique views and culinary experiences. Additionally, Fulham promises an intimate football experience with “The Dugout,” allowing fans to sit behind coaching staff with access to immersive technology.

While “The Dugout” opens at the start of the next season, the remaining Riverside experiences are scheduled for a December 2024 opening. Lead architect Philip Johnson expressed excitement about bringing this innovative design to life, emphasizing the unique location on the banks of the Thames and the aim to create unforgettable experiences for fans and guests alike.